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Market Orientation among Banks in South Tamilnadu- An Empirical Study

S. Silas Sargunam*, S. Nadarajan**, S. Amirthaiyan***

* Assistant Professor, Department of Management Studies, Anna University, Tirunelveli.

** Head, Department of Management Studies, Anna University, Tirunelveli.

*** Associate Professor, Department of Management Studies, Anna University, Tirunelveli.

Periodicity:March - May'2010
DOI : https://doi.org/10.26634/jmgt.4.4.1161

Abstract

Commercial banks in India have undergone a significant change since the initiation of the structural adjustment programme in 1991. The increasing competition in the market, coupled with the growing customer aspirations, is forcing the commercial banks to be market-oriented. Market orientation of an organization consists of generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it. This study intends to measure the extent of market orientation among the commercial banks and to analyze the important components of market orientation. Also the important discriminating factors among the three major categories of commercial banks namely public sector, private sector and new generation private sector banks have been analysed.

Keywords

Market Orientation, Response Implementation, Intelligence Generation, Response Design and Intelligence Dissemination.

How to Cite this Article?

S. Silas Sargunam,S. Nadarajan and S. Amirthaiyan (2010). Market Orientation among Banks in South Tamilnadu- An Empirical Study. i-manager’s Journal on Management, 4(4), 49-54. https://doi.org/10.26634/jmgt.4.4.1161

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