• Disha Suri

In marketing literature, market orientation has emerged as a central concept. Numerous studies show that a focus on the market has a positive effect on a company's ability to succeed. Despite this, there is no evidence to suggest that market orientation is a worthwhile activity for commercial enterprises in India. Small and medium-sized knowledge-intensive businesses in India were studied as a case study in Kohli and Jaworski's market orientation scale. Knowledge-intensive organisations' financial and non-financial performance are positively influenced by market orientation, according to the findings. Technological companies must improve their performance by focusing on the market, doing thorough research, and having a clear focus on both their customers and their competitors.

Market orientation, business performance, customers, intelligence

"UNDERSTANDING POSITIVE IMPACT OF MARKET ORIENTATION ON PERFORMANCE OF BUSINESS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.599-605, April-2019, Available :http://www.jetir.org/papers/JETIR1904V35.pdf

"UNDERSTANDING POSITIVE IMPACT OF MARKET ORIENTATION ON PERFORMANCE OF BUSINESS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp599-605, April-2019, Available at : http://www.jetir.org/papers/JETIR1904V35.pdf