Extended market orientation and business performance of medium and large scale enterprise in food and beverage industry

Abstract

Naver and salter (1990) utilized three dimensions to measure market orientation (MO), although this study proposed four dimensions to measure the market orientation. Proposed MO concept is called as the extended market orientation(EMO).Subsequently, it was empirically tested effect on two performance indicators (return on investment and employee commitment).Structural questionnaire was utilized to collect data from 32 Sri Lankan food and beverage organizations. Descriptive statistics and linear regression were utilized to analyze data. The study found out, EMO positively effects on both return on investment and employee commitment. A dimension wise, customer orientation has a significant positive effect on return on investment. Other hand, social responsibility orientation shows the significant positive impact on employee commitment. It can be concluded that degree of EMO significantly effect on performance of an organization.