Impact of Market orientation on the marketing performance of Artisans adopting value chain analysis

Abstract

This study aims to explore the practice of market orientation by artisans and the possibility of boosting market orientation behavior through the awareness of value accumulation and ability to analyze the sustainable value chain to improve their marketing performance. After reviewing literatures of the study variables and previous studies, the study variables information was collected by a questionnaire from a group of traditional embroidery craftswomen in the city of Touggourt, south-eastern Algeria, where this craft is widespread in most families and its products reach many shops inside and outside the country. This craft also has a chain in production and distribution in which value accumulates, The results revealed a significant effect of market orientation and analysis of the sustainable value chain on the marketing performance and showed a significant practice to market orientation, while the perception of value is low due to the weakness of analysis of the sustainable value chain, which It hinders the effectiveness of the information generation system as one of the dimensions of market orientation. Finally, further studies are required with regard to training artisans to raise their of awareness of market orientation and more understanding of the sources of value to achieve better marketing performance