Briefing Note 19 (Tamil) - Market Orientation as the Key to Deep Outreach

This note lays emphasis on market orientation among MFIs to scale up their operations. It argues that MFIs lack market orientation, which often results in client dropout (and also because of MFIs possessing product orientation). It further explores three stages in research on market orientation conducted by various academics. The first stage sought to define market orientation and consists of an organisational culture and a set of functional activities aimed principally at creating customer values. The second stage of research focused on identifying determinants of market orientation. The third stage sought to consolidate and generalise extant learning and to test empirically the actual antecedents of market orientation and the relationship between market orientation and institutional performance.

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