The Contribution of Market Orientation to Business Success in the Libyan Transitional Economy: A Mixed-Model Methodology
This study aims to explore and investigate success and failure factors for businesses operating under a massive economic reforms taking place in Libya since late 1980s. The contribution of market orientation as a success factor was primarily investigated in this research. This study has adopted the mixed-model methodology (triangulation) at different stages of the current research to achieve its objectives. Semi-structured interviews and questionnaire survey were used to best achieve the objectives of this research. A number of (53) senior level executives from (53) different responded businesses located in three largest Libyan Cities Tripoli, Benghazi and Misurata were interviewed. Additionally, a number of (400) questionnaire was also directed to them. Out of that number, only (278) questionnaires were collected and the analyzable questionnaires were (233) questionnaires. The initial impression that the researcher had after completing the field work phase (October 2007 – January 2008) is that the contribution of market orientation seems to be very weak. That gives the impression that successful businesses functioning in the Libyan context seems to be not interested in being market-oriented. Instead, they rely intensively on other orientations such as: quality, product and sales orientations and other powerful factors that allow them to be successful in that particular market.
Keywords: Market Orientation, Business Success, Transition Economy, Mixed-Model Methodology
Sabri G. M. Elkrghli
PhD Student, The Department of Marketing