Organizational size and culture: The effect on the implementation of the marketing concept

The marketing concept through market orientation provides an organization with a better understanding of its customers, competitors and business practices. While researchers have explored the relationship between market orientation and business performance in a variety of organizations, little research has been conducted on small and medium sized organizations from the Nigerian perspective. The focus of this study was to explore the marketing concept in small/medium-sized organizations in Nigeria. This study examined the levels of market orientation in relation to organizational size and culture. The study built on the theory of Kohli & Jaworski to investigate the roles played by organizational size and culture in the implementation of the marketing concept. Data for this study were collected through a self-administered mail survey method from 250 small/medium-sized organizations in Nigeria.