Mohammed, A.I.I.2021-10-212021-10-212020-06http://ugspace.ug.edu.gh/handle/123456789/36807MPhil. MarketingTraditionally, research with regards to marketing supposed that, the application of market oriented strategies result into the achievement of a firm’s set goals and objectives, hence, this study resolved and investigated the effect of market orientation on firm performance: a case of the airline industry in Ghana with the following objectives: to examine the effect of market orientation on firm performance in the airline industry in Ghana and to determine the moderating role of safety and security measures on the relationship between market orientation and firm performance. The research was conducted using descriptive research design. In an attempt to enhanced understanding of the variables of airline’s market orientation quantitatively, respondents for the designed questionnaires of the study, employees of various airlines were chosen by the use of convenience sampling technique. The study’s findings established that, there is a relationship between market orientation and firm performance in the Ghanaian context but, with a varied relationship among the three elements of market orientation and firm performance. Among the market orientation constructs, there is a statistically negative correlation between competitor orientation, customer orientation and, firm performance. The study further discovered that there is a significantly positive relationship between interfunctional coordination and firm performance. It is recommended that marketing managers, stakeholders, and policy makers of the aviation industry intensify market orientation activities and strategies, for, the, achievement, of continuous positive firm performance. However, guided by research, more attention and resources should be geared towards interfunctional coordination.en-USGhanaMarket OrientationFirm performanceMarketingInter-functional coordinationThesis