Market Orientation and Export Performance

Exporting of non-oil products in a developing economy like Nigeria is an important diversification strategy that can be used to reduce overdependence and non-product oil business as the only source of external revenue. This study attempts to investigate the impact of market orientation on export performance of non-oil products of Nigerian companies; to find out whether the adoption of market orientation could help exporting companies to be successful. The study presents the analysis of the secondary data collected from Nigeria Bureau of Statistics (NBS) and primary data collected through questionnaire administered. The quantitative data as obtained from NBS between the period of 2000-2008 on export activities/ performance, direction and concentration and diversification were analysed within the structure and composition of Nigerian exportable activities. Analysis based on impact of market orientation of aggregate national performance in form of (i) improved composition and diversification tendencies was undertaken (ii) directions of product and destinations were equally considered in this section. Self-administered questionnaire was also used to collect information from respondents