STRATEGIC MARKET ORIENTATION AND FINANCIAL PERFORMANCE: THE STUDY OF INSURANCE ORGANISATIONS IN INDIA

Dr. A. Latha, Dr. M. Deepa

doi:10.17762/pae.v58i2.4015

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Published: Mar 10, 2021

DOI: https://doi.org/10.17762/pae.v58i2.4015

Dr. A. Latha, Dr. M. Deepa

Abstract

Market orientation is a company’s strategic approach which focus on understanding the hidden needs of customers. The researcher has explored the market orientation initiatives taken by insurance organizations and investigated the influence of such initiatives on business performance. The instrument for the survey has been build using MARKOR scale and the data was collected from the staffs working in the field of insurance. The author has attempted to propose a pattern to illustrate relationship between the market orientation and financial performance and therefore implications of such relationship is discussed in this paper.

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Vol. 58 No. 2 (2021): Volume 58 No. 2 (2021)

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