Market Orientation and Business Performance of Medium and Large Scale Enterprises in Food and Beverage Industry Doctoral Thesis Summary

Mudiyansela Ajantha Kumara Samarakoon

Researchers have found market orientation (MO) as one of the main factors, which determines performance of medium and large scale organizations. This has been largely verified in developed countries and developing countries’ evidences which have been limited, especially to food and beverage industry (FBI) and medium size enterprises. Antecedents of MO have not been sufficiently addressed by researchers both in developed as well as in developing countries. Further, scholars have pointed out various drawbacks in the existing scale dimensions of MO. Based on this background, this study has four major objectives. First objective is to examine the scale dimensions of MO. Second objective is to identify the antecedents of Extended Market Orientation (EMO). Third objective is to examine the relationship between EMO and performance of medium and large scale organizations in FBI’s in Sri Lanka. Fourth objective is to examine the factors that mediating the relationship between EMO and financial performance of medium and large scale organizations in FBI’s in Sri Lanka. Additionally, this study has examined new antecedents of EMO.