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Market orientation adoption strategies for small restaurants: a study in the Eastern Sri Lanka

Authors:

Mohamed Ismail Mujahid Hilal ,

South Eastern University of Sri Lanka, LK
About Mohamed
Senior Lecturer, Faculty of Management & Commerce
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Kaldeen Mohamed Mubarak

South Eastern University of Sri Lanka, LK
About Kaldeen
Senior Lecturer, Faculty of Management & Commerce
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Abstract

The main aim of the study is to investigate the adoption and application of market orientation by small restaurants in the Eastern Sri Lanka. In order to achieve this aim, 21 small restaurants were drawn from the Eastern part of Sri Lanka. Findings suggest that small restaurants are unable to adopt market orientation strategies. Components of market orientation such as customer orientation, competitor orientation and inter functional coordination are with insignificant correlation and hence, the components of market orientation are not adopted by small restaurants. Monitoring the changes in the customer needs is essential for the success of these firms in the industry. Though these firms are small, competitors’ analysis has to be done and the results should be used as input for the development of competitive strategy. Inter functional coordination is also playing major role in this business to become market oriented.

DOI: http://dx.doi.org/10.4038/jm.v8i1.7550

Journal of Management 2013 8(1): 14-26

How to Cite: Hilal, M.I.M. & Mubarak, K.M., (2014). Market orientation adoption strategies for small restaurants: a study in the Eastern Sri Lanka. Journal of Management. 8(1), pp.14–26. DOI: http://doi.org/10.4038/jm.v8i1.7550
Published on 22 Oct 2014.
Peer Reviewed

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