Market orientation profiles: An intrinsic study of an organization in a structural adjustment program-induced business environment

The purpose of this research was to explore the market orientation profiles and strategies implementations of a single Nigeria-based company, in the context of International Monetary Fund's structural adjustment programs. The design enabled broader understanding of the challenges facing an individual company adopting and implementing market orientation strategies in an unstable economy of a developing country.; Out of the list of 79 "Gold Award Winners" of the Nigeria Industrial and Exporters Directories (2001, 2002), one regionally renowned company was purposively selected mainly because of availability and willingness to participate.; The following three research questions were explored: (1) What specific market related changes occurred in the NB Plc? (2) How did these changes impact NB Plc's market orientation and strategies implementation? (3) How did different departments of the company operationalize individual components of the market orientation construct?; Based on lack of parsimonious market orientation definition, construct and assessment model in extant literature, this study assessed firm market orientation in this case, by the identification of market orientation instances, aggregation of properties of key market orientation components, and integration of environmental influences using proposed explicative market orientation model.; Data processing and analysis in this qualitative case study was presented through multiple approaches. To facilitate this process, all market orientation properties and patterns identified in the in-depth interviews, and firm documents were presented in the list of market orientation action themes, using thematic aggregation and content analysis. Inter-functional involvements in firm market orientation and strategies implementations were assessed using simple correlation analysis.; The results of this single case exploration were as follows: (1) Marketing experience and level of employee education affected firm market orientation in organizational units. (2) Leadership style and top management emphasis on market orientation had much effect on market orientation adoption and implementation in all firm units. (3) Frequent changes in foreign exchange and other relevant laws affected marketing in the entire organization. (4) Tribal, religion and language diversity in the organization had little to no effect on market orientation in all units. (5) While market turbulence and increased competition generally affected market orientation strategies adoption, specific government assistance eased (MO) implementations. (6) The level of marketing intelligence generation, dissemination and departmental collaboration increased substantially during different phases of firm market orientation strategies adoption. (7) All units reported increased internal and external marketing communications, as well as more customer-centered activities during stages of market orientation implementations.; The findings of this study can help policy makers, international organizations and scholars in assisting individual organizations to more effectively navigate the adoption and implementations of market orientation strategies in an emergent economy undergoing market restructuring.