Organizational commitment and market orientation of Nigerian non-oil exporting companies

Abstract

This paper aims to test the relationships between organizational commitment and market orientation within the context of the non-oil sector of a developing country. The analysis of the data shows that organizational commitment affects market orientation positively and that top management belief and the organizational reward systems are important in the implementation of market orientation. However, the use of cross-sectional data limits the measurement of the impact of organization commitment on market orientation over a long period.