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M.Tech / M.E / PhD Thesis | Business Management | Kenya | Volume 9 Issue 4, April 2020

Effect of Market Orientation on Organizational Performance - Case Study: Sonarwa General Insurance Company Ltd

Edith IRAGENA ^[2] | Dr. Patrick MULYUNGI ^[110]

Abstract: To be competitive, the companies must develop a good strategy and then appropriately realign structure, Systems, leadership behavior, human resource policies, culture, values and management processes. Doing insurance business in Rwanda is increasingly becoming a challenge to both established and newly establishing insurance organization. The country is struggling out of serious political turmoil but with a desire to get the country back to shape as demonstrated by the strategies laid down by the Rwandan Government. Multiple evidences from the strategic orientations has failed to catch up with contemporary organizational practices. Although many studies in management literature incorporated strategic orientation, the effect on organizational performance and the relationship between market orientations remains unclear. Some found positive connections between market orientations and organizational performance. The target population was SONARWA’s staff with sample size of 80 potential respondents. The descriptive research approach was adopted, where semi-administered questionnaires was applied. Data collected from the field was cleaned, sorted, coded, tabulated and statistically analyzed by using SPSS. The results obtained concluded that the competitive advantage pricing and promotions had an influence on organizational performance. A researcher recommended the institutional managers to comprehend the fact that although some elements like market orientation exert a positive and significant effect on organizational performance, there are other elements which can contribute to the business performance of Insurance companies. And it was recommended that a study should be undertaken to find out ways of addressing the challenges that insurance companies are facing such that insurance company can be having a good percentage of market share and other companies are surviving on low market share for a long time without gaining.

Keywords: Market orientation, organizational performance

Edition: Volume 9 Issue 4, April 2020,

Pages: 57 - 62

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