IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 9 NO. 2 2025
DOI: 10.56201/ijmcs.v9.no2.2024.pg46.62

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Leadership Styles and Market Orientation on Performance of Selected Public Tertiary Institutions in Warri Metropolis

Bayai, Iselekebina Sunny PhD, Panama, Amos Ejiroghene PhD, Gbenana, Yinzuo

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Abstract

This research investigates the interplay between leadership styles and market orientation of managers of selected public tertiary institution in Warri Metropolis. These managers (top, middle and lower level managers) are Rector, Deputy Rectors, Deans, and Heads of Departments of the institutions that makes up the sample population. The methodology employed included descriptive, correlation, factor analysis, and regression analyses. Through a field survey of managers, we find that organizations with greater transformational leadership are more likely to engage in institutional market orientation practices and transactional leadership is associated with these market orientation practices. Theoretically, this study contributes to the literature in market orientation in relation to tertiary institutions in Nigeria. For managers, it gives better understanding and insight into how their behaviours and leadership styles will influence the development of market orientation in their institutions. Limitations included the cross-sectional design which limits the degree to which we can make causal inferences and test the strength of the relationships over time and recommendations for future studies suggest other dimensions of leadership, beyond transformational and transactional, influence market orientation policies and success would help deepen understanding of this important but under-examined internal driver of influence market orientation.

keywords:

Market orientation, Transformational leadership, Transactional leadership

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