Moyo,Hazel Nobandile2025-06-052025-06-052013-11Moto,H.N.(2013).Factors influencing market orientation in SME computer retailers in the Buffalo City Metropolitan Municipality, South Africa.Alice: University of Fort Harehttp://hdl.handle.net/20.500.11837/2848Masters ThesesDespite the significant contribution to socio-economic development by SMEs (small and medium enterprises), their failure rate is very high in South Africa. Adoption and implementation of market orientation has been identified by various scholars as a means to mitigate SME failure in the highly competitive environments they operate in. This study ·investigated the factors influencing market orientation in SME computer retailers in King Williams Town and East London, South Africa. The objectives of the study were to investigate whether owner/manager involvement of had an influence on market orientation in SME computer retailers, to establish whether organisational systems and interdepartmental dynamics had an impact on the customer focused culture as well as investigate whether. competitive intensity influenced the SME computer retailers to be market focused. Both primary and secondary data sources were used in this studyenSOCIAL SCIENCES::Business and economicsThesis