Exploring Relationship Between Market Orientation and Performance in Start-Ups Companies in Ghana

The purpose of the study was to explore the application of market orientation among start-up companies in relationship with start-up success. The study reviewed the market orientation literature with special emphasis on developing economy contexts while also incorporating the start-up literature on small and medium scale business perspective. The study uses both the qualitative and quantitative approach to understand detailed insights. The case use was private broadcasting company. The researcher interviewed the operations managers, sales/ customers’ service managers and brand research managers. The study found that there is a link between service quality and market orientation of firms as has already established by Esteban et al (2001) however, most companies have not taken full advantage of the link, that MO is having a full impact on firms business performance and hence the study can confirm the initial proposition that MO has an impact on the performance of start-ups.