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Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics.
A thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology in partial fulfilment of the requirements for the award of master of science degree in marketing
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| Format: | Thesis |
| Language: | English |
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KNUST
2024
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| _version_ | 1867613135483961344 |
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| access_status_str | Open Access |
| author | AGYEMANG CHRISTA NYAMEYE |
| author_browse | AGYEMANG CHRISTA NYAMEYE |
| author_facet | AGYEMANG CHRISTA NYAMEYE |
| author_sort | AGYEMANG CHRISTA NYAMEYE |
| collection | Thesis |
| description | A thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology in partial fulfilment of the requirements for the award of master of science degree in marketing |
| format | Thesis |
| id | oai:ir.knust.edu.gh:123456789/15069 |
| institution | KNUST (Ghana) |
| language | English |
| last_indexed | 2026-06-10T12:31:19.760Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from KNUSTSpace — Kwame Nkrumah University of Science & Technology (Ghana) |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| publisher | KNUST |
| publisherStr | KNUST |
| record_format | dspace |
| source_str | KNUSTSpace — Kwame Nkrumah University of Science & Technology (Ghana) |
| spelling | oai:ir.knust.edu.gh:123456789/15069 Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics. AGYEMANG CHRISTA NYAMEYE A thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology in partial fulfilment of the requirements for the award of master of science degree in marketing This study investigates the synergistic impact of market orientation and business process agility on the performance of exporting firms in Ghana. A total of 216 questionnaires were administered to respondents. The research objectives Centre on understanding the combined effects of market orientation and business process agility on firm performance. Moreover, we explore the moderating role of institutional voids in the relationship between market orientation, business process agility, and performance. Finally, we examine the influence of marketing dynamics in shaping the interplay between these factors. In conclusion, the study reveals that market orientation and business process agility jointly exert a significant positive influence on the performance of exporting firms in Ghana. Market orientation, emphasizing customer understanding and customer-driven strategies, emerges as a positive contributor to firm performance. Additionally, business process agility, characterized by responsiveness, adaptability, and resource optimization, plays a pivotal role in enhancing firm performance. These findings underscore the importance of concurrently considering market orientation and business process agility in the context of exporting firms in Ghana. Based on these findings, we recommend exporting firms in Ghana should prioritize the development and implementation of market-oriented strategies, which emphasize customer understanding and satisfaction. By investing in thorough market research, feedback mechanisms, and aligning strategies with evolving customer preferences, firms can foster strong customer relationships and continuously adapt their offerings to meet customer demands. 2024-01-12T10:14:06Z 2024-01-12T10:14:06Z 2023 Thesis https://ir.knust.edu.gh/handle/123456789/15069 en application/pdf KNUST |
| spellingShingle | AGYEMANG CHRISTA NYAMEYE Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics. |
| title | Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics. |
| title_full | Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics. |
| title_fullStr | Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics. |
| title_full_unstemmed | Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics. |
| title_short | Combined effect of market orientation and business process agility on the performance of exporting firms in ghana. The moderating roles of institutional voids and market dynamics. |
| title_sort | combined effect of market orientation and business process agility on the performance of exporting firms in ghana the moderating roles of institutional voids and market dynamics |
| url | https://ir.knust.edu.gh/handle/123456789/15069 |
| work_keys_str_mv | AT agyemangchristanyameye combinedeffectofmarketorientationandbusinessprocessagilityontheperformanceofexportingfirmsinghanathemoderatingrolesofinstitutionalvoidsandmarketdynamics |