Abstract:
This study sought to examine the relationship between market orientation and organizational performance in the private health sector of Ghana. The study also introduced some moderating factors that could influence the adoption and implementation of market orientation among private health providers as well as the challenges of implementing it. A sample size of 133 private health providers in Greater Accra were used in this study and data collected was analyzed quantitatively. Findings from multiple regression of dependent and independent variables revealed that, there is a statistically significant relationship between market orientation and organizational performance. Among all the market orientation constructs used in this study, only profit emphasis and customer orientation were statistically significant in predicting organizational performance. Two of the moderating factors, management support and marketing knowledge were statistically significant in predicting adoption and implementation of market orientation in the private health sector of Ghana. Two main challenges affecting the adoption and implementation of market orientation were identified as inadequate marketing knowledge and lack of management support. The study recommends adequate training and development for employees in various areas of market orientation. Management of private health providers must also design and implement a well-organized marketing management model. This should be guided by research into the sector.
