Market orientation: a key to survival and competitive advantage in Ghana’s private universities

The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana’s private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS) of Structural Equation Modelling (SEM) was used to test the relationships in the study. The results found a significant positive relationship between MO and MP on one hand; Job satisfaction (JS) and MP on the other. Finally, the study found that JS mediates the relationship between MO and MP. The study provides a useful guide to marketing strategy especially the implementation of MO to enhance performance in Ghana’s private universities. The study has practical application to private universities seeking to compete favourably in a competitive environment.