Effect of market orientation on channel strategy-an empirical analysis of pesticide industry

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dc.contributor.authorMobin Ul Haque
dc.date.accessioned2013-01-17T13:49:39Z
dc.date.available2013-01-17T13:49:39Z
dc.date.issued2012
dc.descriptionProject Advisor: Dr. Sarwar M. Azharen_US
dc.description.abstractMarket 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 Pakistanas 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.en_US
dc.identifier.urihttps://escholar.umt.edu.pk/handle/123456789/701
dc.language.isoenen_US
dc.publisherUniversity of Management and Technologyen_US
dc.subjectMS Thesisen_US
dc.subjectPesticide Industryen_US
dc.subjectMarket Orientationen_US
dc.titleEffect of market orientation on channel strategy-an empirical analysis of pesticide industryen_US
dc.titleEffect of market orientation on channel strategy-an empirical analysis of pesticide industryen_us
dc.typeThesisen_US
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