ANTECEDENTS OF MARKET ORIENTATION IN INDIA

摘要

Market orientation has been empirically proved to improve business performance in the Indian seafood processing industry. The implementation of a market orientation requires pre-requisite causal factors or antecedents as laid down by Kohli and Jaworski (1990).This article successfully replicates their findings in an Indian setting within the seafood processing industry. The article examines the antecedents of the industry and lays down clear prescriptions for seafood exporters on how antecedents can bring about the implementation of a market orientation framework. The antecedents affecting overall market orientation construct in the Indian seafood processing industry, are top management emphasis, interdepartmental conflict, centralisation and reward system orientation.