Strategies, market orientation and capabilities: business performance perspectives from Pakistan, a developing market economy

Azhar, Sarwar Mehmood (2007) Strategies, market orientation and capabilities: business performance perspectives from Pakistan, a developing market economy. PhD thesis, University of Nottingham.

PDF - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (35MB) | Preview


The aim of this thesis is to study, in the context of a developing market economy, the relationship of Marketing Orientation, Strategic Orientation as well as marketing capabilities with business performance, individually as well as simultaneously and compare these with the proposed relationships suggested in the developed markets of the western world. The findings suggest that there is a strong relationship between these independent variables with performance but these are not always positive and in some cases not even significant. This in many areas contradicts the proposed positive influence of the above mentioned variables on business performance that is normally taken for granted in developed markets. This result is, however, in line with the results of a few studies carried out in the developing market context. For example a study by Usha and Haley (2006), notify that successful managers in their study argue that best practices developed for information-rich Western markets were not effective in information-void emerging markets.

Further, the thesis in response to developing better understanding of the role of Market Orientation in the affairs of the firm especially in a developing market economy, sought to test its influence on strategic orientation and marketing capabilities. The study found a strong relationship in the hypothesised direction though there is also evidence of reciprocal causality. The strong influence of Market Orientation on strategic orientation that a firm adopts is in line with the results of a few studies noticeably studies by Morgan and Strong (1997) as well as by Hoon and Lee (2005).

The thesis has in a small way tried to broaden the knowledge base in the areas of strategy and marketing by bringing insights from a developing country perspective, which is currently lacking in the literature. It is hoped that the implications of the research will have significant value for both academics and practitioners in the field of marketing and strategy especially in these developing countries.

The thesis, finally proposes that this study is one step in many, needed to develop a mid range theory, and it is hoped that this will become a building block in the overall framework, which would make such studies more rigorous, both theoretically and methodologically in the future.

Item Type: Thesis (University of Nottingham only) (PhD)
Supervisors: Bruce, A.C.
Ennew, C.T.
Keywords: Business planning, success in business, Pakistan, marketing, planning.
Subjects: H Social sciences > HD Industries. Land use. Labor
Faculties/Schools: UK Campuses > Faculty of Social Sciences, Law and Education > Nottingham University Business School
Item ID: 13271
Depositing User: EP, Services
Date Deposited: 13 May 2013 14:21
Last Modified: 13 Sep 2016 16:39

Actions (Archive Staff Only)

Edit View Edit View