International Journal on Science and Technology

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Market Orientation: A Catalyst for Growth of Small and Medium Enterprises

Author(s) Mr. Francis Mutinda, Dr. Joanes Kyongo, Dr. Job Omagwa
Country Kenya
Abstract Enterprises realize revenue through marketing of the products and services to potential customers across the economy. Therefore, to orient a firm’s strategies to identify, capture, and turn those market leads into sales and profits requires proper market orientation capabilities. Sadly, not all Small and Medium Enterprises have the capacity to fully align themselves with market opportunities and surmount existing challenges to reap the benefits of such markets.
Keywords Market orientation
Field Business Administration
Published In Volume 16, Issue 4, October-December 2025
Published On 2025-10-09
DOI https://doi.org/10.71097/IJSAT.v16.i4.8397
Short DOI https://doi.org/g97s5x
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