Market Orientation and Innovation performance An Investigation in small firms at Sharjah Emirate

This study examines and evaluates the extent of relationships between marketing orientation and innovation performance. Three dimensions of marketing orientation namely1. Collection of marketing data 2.Dissemination of this data across functions within the organization and 3.Responsiveness towards making decisions based on collected data, are measured. The data was collected by using structured questionnaires distributed to and collected from executive managers of a sample of three types of firms in Sharjah. As many as 20 organizations were identified in each category – durables, FMCG and services (hotels). Statistical tools such as factor analysis, reliability test, and correlation analysis were utilized to test the relationship between marketing orientation and performance innovativeness. Further, chi square association test and coefficient of contingency were applied to explore the extent to which demographic profile of the organization influences this relationship. The results indicate that there is a positive relationship between an organization’s marketing orientation and its performance innovativeness and the demographic profile of the organization particularly nature of the organization (whether product or service oriented) has a significant impact on this relationship. Keywords:  Marketing Orientation, innovation performance, Organization demographic profile