Browsing by Author "Kasiira, Hatimu"

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    Marketing Orientation, Competitive Advantage and Marketing Performance among Manufacturing Firms in Central Uganda.
    (2023) Kasiira, Hatimu
    The study examined the relationship between market orientation, competitive advantage and marketing performance of manufacturing firms in Central Uganda. The study was premised on the following research objectives: examine the relationship between market orientation and marketing performance, to examine the relationship between competitive advantage and marketing performance; and to examine the mediating effect of competitive advantage on the relationship between market orientation and marketing performance of manufacturing firms. The study adopted a cross-sectional research design along with a quantitative research approach. The sample was selected using stratified sampling. Quantitative data analysis was done using correlation analyses, regression and Medgraph. Study findings revealed a positive relationship between market orientation and marketing performance, and competitive advantage and marketing performance. Findings revealed a partial meditation of competitive advantage on the relationship between market orientation and marketing performance. It can be recommended that There is need for manufacturing firms to invest in thorough market research to gain insights into customer needs and preferences through allows firms to cater to their requirements more effectively. Manufacturing firms need to constantly adapt and improve their products and services to keep up with customer expectations and new trends in the market. Manufacturing firms can develop a unique value proposition that sets them apart from their competitors. This should be done identifying what the customer needs and developing products and services that meet those needs.