A Dissertation Submitted in Partial Fulfillment of the Requirements for Award of the Master of Business Administration in Corporate Management (MBACM) of Mzumbe University
In the modern era of business, organizations have been striving to improve their
performances. Among the strategies used in improving organization performance is
enhancing organization commitment and adopting market orientation model of
business. This study aimed at assessing the contribution of organization commitment
and market orientation towards organization performance. The study specifically
aimed at determining the influence of organizational commitment on the organization
performance, determining the influence of market orientation on the organization
performance as well as ascertaining the benefits of implementing organization
commitment and market orientation approaches.
The study was constructed by the two variables of which the independent variable
carries organization commitment and market orientation and the dependent variable
which is organization performance. The study used the case study research design
where TTCL was employed as the case study. The study involved the sample size of
100 respondents involving TTCL employees from a different department who were
obtained through both purposive sampling and simple random sampling technique.
Both linear regression through ANOVA and coefficient analysis and simple
descriptive analysis were used in analysing the results from the field.
The study has revealed that enhancing organization commitment and adopting
marketing orientation plays a vital role in influencing on organization performance.
The study has revealed that there is a significant relationship between organization
commitment and market orientation and the organization performance and for every
increase of organization commitment and market orientation the organization
performance also increases. The study recommends for the intensive market research
before adopting a market orientation strategy and involving the market orientation and
organization commitment strategies in the main organization strategy plan of TTCL.