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首页> 外文期刊>Journal of Marketing and Consumer Research >Market Orientation and Firm Performance in Fruit Exporting Companies in Nairobi City County in Kenya: An Empirical Review
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Market Orientation and Firm Performance in Fruit Exporting Companies in Nairobi City County in Kenya: An Empirical Review

机译：肯尼亚内罗毕市县水果出口公司的市场导向和企业绩效：一项实证研究

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摘要

The survival of firms in the modern dynamic competitive environment brought about by globalisation is to improve on performance. Fruit exporting firms in Kenya face the same global competition challenges, and the key to success is for management of such organisations to effectively utilise their available resources. The interest to carry on this study was brought about by the lack of methodological and empirical gaps depicted by scanty literature on fruit exports from Nairobi City County in Kenya. Another reason for taking this research was the failure by fruit exporting firms in Nairobi City County to grow from infancy to maturity as their international competitors do. Africa’s share of the world market has been on a decline or even stagnating while proportion of the world market for other regions and countries have been increasing in tandem with the overall increase of world trade. It was posited that these fruit exporting firms could improve their performance by using market orientation strategies in their future long term performance.
机译：全球化带来的现代动态竞争环境中企业的生存是为了提高绩效。肯尼亚的水果出口公司面临同样的全球竞争挑战，成功的关键是管理此类组织以有效利用其可用资源。进行这项研究的兴趣是由于缺乏关于肯尼亚内罗毕市县水果出口的文献不足的方法和经验上的差距。进行这项研究的另一个原因是，内罗毕市县的水果出口公司未能像其国际竞争对手那样从婴儿期发展到成熟期。非洲在世界市场上的份额一直在下降，甚至停滞不前，而其他地区和国家在世界市场上的份额却随着世界贸易的整体增长而增加。据推测，这些水果出口公司可以通过在未来的长期业绩中采用市场导向战略来提高业绩。

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