The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)

The purpose of this study was to examine the relationship between marketing practices, capabilities, orientation and performance of the service sector Small Medium Enterprises (SMEs) in Pakistan. The data was collected from 240 randomly selected samples of SMEs in Karachi, Lahore and Faisalabad. The...

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Main Author:	Ghouri, Arsalan Mujahid
Format:	thesis
Language:	eng
Published:	2014
Subjects:	HD Industries Land use Labor
Online Access:	https://ir.upsi.edu.my/detailsg.php?det=2403
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record_format	uketd_dc
spelling	oai:ir.upsi.edu.my:24032020-02-27 The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR) 2014 Ghouri, Arsalan Mujahid HD Industries. Land use. Labor The purpose of this study was to examine the relationship between marketing practices, capabilities, orientation and performance of the service sector Small Medium Enterprises (SMEs) in Pakistan. The data was collected from 240 randomly selected samples of SMEs in Karachi, Lahore and Faisalabad. The three cities were selected because they contributed the highest revenue to the country Gross Domestic Products. The data collected was analyzed using descriptive and inferential statistical analysis. The results showed that marketing practices, marketing capabilities and market orientation together explained 41.4 percent of the variance in the firm performance. Results of the study illustrated that marketing is weakly correlated to service sector SMEs of Pakistan, as marketing decision makers are not fully viable to marketing and its aspects due to their financial limitations. Therefore, it can be concluded that the study provides the idea that marketing practices, marketing capabilities and market orientation can jointly improve the firm performance by effective use of marketing information and trends. The implication of the study is that marketing managers should exploit the opportunities regarding customers, competitors and transform the information to apply marketing practices and build marketing capabilities. 2014 thesis https://ir.upsi.edu.my/detailsg.php?det=2403 https://ir.upsi.edu.my/detailsg.php?det=2403 text eng closedAccess Doctoral Universiti Pendidikan Sultan Idris Fakulti Pengurusan dan Ekonomi N/A
institution	Universiti Pendidikan Sultan Idris
collection	UPSI Digital Repository
language	eng
topic	HD Industries Land use Labor
spellingShingle	HD Industries Land use Labor Ghouri, Arsalan Mujahid The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)
description	The purpose of this study was to examine the relationship between marketing practices, capabilities, orientation and performance of the service sector Small Medium Enterprises (SMEs) in Pakistan. The data was collected from 240 randomly selected samples of SMEs in Karachi, Lahore and Faisalabad. The three cities were selected because they contributed the highest revenue to the country Gross Domestic Products. The data collected was analyzed using descriptive and inferential statistical analysis. The results showed that marketing practices, marketing capabilities and market orientation together explained 41.4 percent of the variance in the firm performance. Results of the study illustrated that marketing is weakly correlated to service sector SMEs of Pakistan, as marketing decision makers are not fully viable to marketing and its aspects due to their financial limitations. Therefore, it can be concluded that the study provides the idea that marketing practices, marketing capabilities and market orientation can jointly improve the firm performance by effective use of marketing information and trends. The implication of the study is that marketing managers should exploit the opportunities regarding customers, competitors and transform the information to apply marketing practices and build marketing capabilities.
format	thesis
qualification_name
qualification_level	Doctorate
author	Ghouri, Arsalan Mujahid
author_facet	Ghouri, Arsalan Mujahid
author_sort	Ghouri, Arsalan Mujahid
title	The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)
title_short	The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)
title_full	The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)
title_fullStr	The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)
title_full_unstemmed	The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)
title_sort	relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in pakistan (ir)
granting_institution	Universiti Pendidikan Sultan Idris
granting_department	Fakulti Pengurusan dan Ekonomi
publishDate	2014
url	https://ir.upsi.edu.my/detailsg.php?det=2403
_version_	1747833006993702912

The relationship between marketing practices, capabilities, orientation and performance of the service sector small medium entreprises in Pakistan (IR)

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