The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana

This paper examined the effect of brand orientation and market orientation on the performance of service firms in Ghana. The paper used a quantitative cross-sectional survey design and convenience sampling technique to select 550 service firms in Ghana. A closed-ended questionnaire was used to collect data, and the structural equation model was used to analyse the data. The paper found that the effect of a symbiotic market orientation and brand orientation on firm performance is higher than their individual effect, although both market orientation and brand orientation have direct independent and positive effect on service firms. The paper, therefore, concludes that synergising brand orientation and market orientation to leverage on the strengths of each other leads to enhanced firm performance. The paper provides scientific evidence of the independent and synergistic effect of market orientation and brand orientation on performance of service firms in Ghana.