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Purpose - This paper focuses on exploring the extent to which organisations in Libya, as a representative to North African countries, adopt the concept of market orientation. The study examines the influences of type of business and ownership on market orientation and hence, on business performance. Methodology/ Method- Questionnaire survey was used to collect data. 400 questionnaires were circulated 276 returned with 233 considered valid for data analysis. Narver and Slater’s construct was adopted to measure market orientation. Business performance measured subjectively by high level executives. Findings - There is growing level of market orientation especially in the private sector, which is judged to be best performance. Positive association between market orientation and business performance is detected. Ownership and business nature have an influence on business performance. Implications – The paper provides valuable theoretical and managerial applications to academics and practitioners. Market orientation; ownership and business nature have proved to have great influence on business performance. Originality / Value - The paper comes as a response to scholars who have called for investigating market orientation practices in different cultural contexts to explain the cultural effect. Hence, it fills the gap in the literature. Also, foreign businesses who have the desire to do business in Libya might consult such research. Limitations/ Future Research – This paper has some limitations that open the door for intriguing future research. The paper mixes data from different sectors and business size could not be tested. Future research might focus on the effect of size; competition and sector on market orientation-business performance linkage.
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