An Empirical Evidence of the Market Orientation ? Market Performance Relationship in Ghanaian Small Businesses

Even though small businesses play important role in the Ghanaian economy much has not been done in terms of studying how their market performances are influenced by their market orientation. The paper therefore seeks to explore the influence of market orientation on market performance of small businesses. The results showed that there was a positive relation between market orientation, its constituents and market performance of small businesses. Recommendation was made to owners/managers to adopt the culture of market orientation. It was also recommended that policymakers and business development service providers emphasise on market orientation in their strategies and advisory services.