• Nishu Ayedee
• Dr. Broto Rauth Bhardhwaj

The study explores the application of market orientation (MO) in Indian context. The purpose of my study was to find out if the companies adopted market orientation whether it’s through product innovation or through customer orientation, does it affect its performance, i.e. does the company’s sales rise and improves the its performance of the company. The procedure involved is the Markor Scale which enables us to study mainly 3 variables i.e. Intelligence generation, Intelligence Dissemination & Responsiveness. The data collected was on the basis of unstructured questionnaire. Here, the company’s sales were studied that which factor raised the business and its performance. This paper concludes that after the study of various firms it shows that the company does get positive results after it has adopted the market orientation.

market orientation, business performance, product orientation, Intelligence generation, Intelligence dissemination, customer orientation, case study

"ROLE OF MARKET ORIENTATION IN PERFORMANCE OF SMALL-SCALE INDUSTRIES- A STUDY ON INKOVY PVT.LTD.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 3, page no.1218-1221, March-2018, Available :http://www.jetir.org/papers/JETIR1803231.pdf

"ROLE OF MARKET ORIENTATION IN PERFORMANCE OF SMALL-SCALE INDUSTRIES- A STUDY ON INKOVY PVT.LTD.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 3, page no. pp1218-1221, March-2018, Available at : http://www.jetir.org/papers/JETIR1803231.pdf