2018
DOI: 10.18488/journal.11.2018.72.93.100
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The Effect of Proactive Market Orientation on Company Performance: The Case of Medium and Large Manufacturing Companies in Ethiopia

Abstract: Contribution/Originality: This study contributes in the existing literature by providing empirical evidence on the determinants of company performance by adding market based innovation to the known factors of proactive consumer and competitor orientations. The study also challenged prior findings that claim market based innovation has indirect effect on company performance INTRODUCTIONMarketing literature in recent times has shifted their attention from the traditional way of doing business to market-based bus… Show more

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Cited by 3 publications
(2 citation statements)
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“…This leads to higher differentiation potential with competitors and might influence organisational performance. Literature supports that proactive customer and competitors' orientations are positively associated with organisations' performance (Durie, 2018). Further, proactive anticipation of trends and its effects on the BM is associated with organisational resilience and so is BMI (Buliga et al, 2016).…”
Section: Discussionmentioning
confidence: 96%
“…This leads to higher differentiation potential with competitors and might influence organisational performance. Literature supports that proactive customer and competitors' orientations are positively associated with organisations' performance (Durie, 2018). Further, proactive anticipation of trends and its effects on the BM is associated with organisational resilience and so is BMI (Buliga et al, 2016).…”
Section: Discussionmentioning
confidence: 96%
“…Studies have suggested that FDI can accelerate the transition process by forming a basis for more effective corporate governance system and by promoting enterprise restructuring (Djankov & Murrell 2002). Corporate governance has appeared to be one of the major factors that can influence investment decisions (Gibson 2003;Durie & Beshir 2018), such as FDI.…”
Section: Foreign Direct Investmentmentioning
confidence: 99%