Strategic Orientation and Performance of Hiv / Aids Care Providers: Antecedents and Consequences of Market Orientation, Technology Orientation and Donor Relations: South African Context

The main objective of my research is to (a) assess the generalisability of market orientation theory to the context of the HIV/AIDS care provision industry in emerging markets and (b) examine the effects of market orientation, technology orientation, and donor relations on financial, customer, employee, innovation and overall business performance. Market orientation and donor relations scales were adapted for use in the current research and a meta-analysis was conducted to provide more precise estimates of the direction and size of effects in the emerging markets and not-for-profit organisation contexts, using Hunter and Schmidt's (2004) meta-analytic approach. Hypotheses were motivated by theoretical expectations for the South African and HCP industry context and assessed systematically using structural equation modelling.