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Item Effect of Market Orientation on Channel Strategy- An Empirical Analysis of Pesticide Industry(UMT,Lahore, 2011) Mobin Ul HaqueMarket orientation literature posits that there exist positive relationship between MO and organization’s performance. Research in market orientation has overlooked the importance of market orientation’s impact on various aspects of marketing strategy especially on distribution channel strategy. Using narver and Slater (1990) framework of measuring MO. Using pesticide industry of Pakistan as a context, the thesis explores the relationship between various constructs of MO with channel strategy. The hypotheses were tested empirically and the results reveal that level MO has a positive relationship with channel strategy. Findings of the thesis are that higher level of MO is associated with low intensity of distribution and selective channel strategy, while at the same time depicting higher channel control. The thesis also find out that there exist a positive relationship between MO and organizational profitability in the Pakistan’s context. The results also suggest that right channel strategy helps organization create differentiation and improve performance in a commodity market.