"Market orientation practices in Nigerian insurance companies "
The business & management review: Conference Proceedings
Market orientation is the business idea that situates the customer, consumer, client, or relevant audience as the centre of business activities. It is one of the important management strategies that may lead to the achievement of organizational efficiency and effectiveness. It has relevance for all sectors in an economy, including goods and services businesses (including insurance services). This paper examined, empirically, the market orientation practices in a sample of Nigerian insurance
... erian insurance companies. Using a mix of qualitative and quantitative research approaches, the research sought to provide insight with regard to the Market Orientation practices of insurance companies operating in Nigeria. Specifically, data were collected from a purposive sample of insurance companies in Nigeria. The collected data were analyzed using descriptive statistics. The research found that Nigerian insurance companies emphasized market orientation issues to reasonable extents. The paper discussed the research findings with respect to relevant literature and experience, concludes that market orientation in Nigerian insurance companies was reasonably emphasized, and makes suggestions for further research in related areas.