Muhammad Ayub Khan, Alireza Nasiri, Jawad Hussain, Muhammad Nouman Shafique


The free market economy demands that organizations should be competitive. Achieving competitive advantage organization needs to adapt to the new environment and technological changes and also focus on strategies according to the market needs and wants. A dynamic organization should consider strategic orientation for achieving organizational goals. Therefore, the purpose of this study is to investigate the link between market orientation and organization performance in the banking sector of Pakistan. Total sample size consists of 200 branches of Commercial Banks of Pakistan located in Khyber Pakhtunkhwa province, was analyzed after collecting 171 questionnaires from the respondents. One questionnaire per branch from regional, senior and branch Manager is collected. Simple descriptive statistics, Pearson correlation coefficient, and regression are have been employed for the analysis. The results indicate that, association between market orientation and performance of the commercial banks of Pakistan is positive correlated and statistically significant. The Limitation is that convenience sampling is used for the selection of the sample; therefore future researchers may use randomized sampling techniques to have wider generalizability.


Market orientation; performance; commercial banks; Khyber Pakhtunkhwa, Pakistan

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