THE ROLE OF MARKET ORIENTATION IN ACHIEVING COMPETITIVE ADVANTAGE AMONG MANUFACTURING FIRMS

• Post by: birpo
• July 5, 2026
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Michael Adeyemi

School of Business and Management, Department of Contemporary Marketing and Management

Abstract

This study examined the role of market orientation in achieving competitive advantage among manufacturing firms in Lagos State, Nigeria. Using a survey research design, data were collected from 217 middle and senior managers through structured questionnaires and follow-up interviews. Findings indicated that the majority of respondents (71%) perceived market orientation practices as effective or very effective in enhancing competitive positioning. Customer-focused strategies (38%) and inter-functional coordination (29%) were identified as the most significant factors influencing competitive advantage, while limited market intelligence systems and weak organizational culture posed challenges. The study concludes that market orientation plays a vital role in strengthening firms’ competitive capabilities and market performance. It recommends enhancing customer intelligence systems, fostering cross-functional collaboration, and investing in market research capabilities to sustain and strengthen competitive advantage among manufacturing firms in Nigeria.

Keywords:Market Orientation, Competitive Advantage, Manufacturing Firms, Customer Focus, Organizational Performance