IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 11 NO. 4 2025
DOI: 10.56201/ijebm.vol.11.no4.2025.pg1.11

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Market Orientation and Firm Competitiveness of Energy Firms in Port Harcourt

Peter C, Chikere PhD

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Abstract

The study examined the relationship between Market Orientation and Firm Competiveness of Energy firms in Port Harcourt. The study adopted the positivism approach; the correlational survey research design was adopted. The population of the study comprised of 21 energy firms. The primary data were collected from 63 staff of 21 energy firms in Port Harcourt. The researcher issued the questionnaire in a frame of three copies per firm. The Cronbach Alpha (?) was used in the course of this study to determine the reliability coefficient for the dimensions of market orientation. The Spearman Rank-Order Correlation Coefficient was employed to test the various hypotheses formulated. It was confirmed that market orientation showed a positive and significant relationship with firm competiveness of energy firms in Rivers State. The results of this study proved this as the dimensions of market orientation (customer orientation and competitor orientation) were found to be significant predictors of firm competiveness. Since all the dimensions of market orientation are significant predictors’ firm competiveness. It is therefore concluded that market orientation are significant predictors of firm competiveness of energy firms in Rivers State. The study recommends that energy firms in Rivers State should be customer oriented as it would help them improve their market competitiveness and they should be competitor’s oriented as it would monitor the activities of their rivals and increase their level of competitiveness.

keywords:

Market Orientation, Customer Orientation, Competitor’s Orientation and Firm

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