The cultural perspective of market orientation and its relation to the marketing performance of small and medium enterprises in Algeria

Abstract

This study aims to analyse the relationship between the market orientation from the cultural perspective and marketing performance for small and medium enterprises in Algeria. This is through identifying the concept of market orientation where the most important characteristics of it that help enterprises to understand, apply this concept. Moreover, to determine the relationship between market-oriented customers and competitors based on integration career and marketing performance indicators in the enterprises under study. The results of the study reveal that these enterprises apply market-orientation from a cultural perspective in relatively varying degrees. There is a difference in the extent of the dimensions of the relationship or the cultural market orientation components when taking these components individually on some marketing performance indicators, and this explains the difference in the degree of importance of each indicator of marketing performance.