The Psychological Importance of Market Orientation in the Public Sector Enterprise from the viewpoint of an Emerging Economy

Abstract

The marketing orientation of public sector enterprises can be defined as a customer-centred approach which helps to design their products. Marketing orientation aims to understand the consumers' view of their immediate needs and takes care of their primary to significant needs and concerns or personal references within particular product categories which also helps to improve their business in the market. This study focuses on evaluating the different factors that are associated with the marketing orientation strategies in the public sector enterprises of an emerging economy, India to understand the basic concept of marketing orientation. In this study, there is a detailed discussion about the relationship between marketing orientation, organisational commitment and the performance of the organisation. Besides that, different positive and negative factors of marketing orientation in India have been evaluated in this study to understand the importance of market orientation strategies in the public sectors of the country. Apart from that, this study has included several strategies to improve the marketing orientation of the public sectors in India to improve the different business positions of the country in the market. Secondary qualitative data has been collected by the researcher from authentic and reliable resources to conduct this study in an effective way.