STAKEHOLDER ORIENTATION AND SUPPLY CHAIN ORIENTATION. A STUDY OF OIL MARKETING COMPANIES IN ACCRA METROPOLIS

ABSTRACT

This study aimed at examining the impacts of Stakeholder Orientation and Supply Chain Orientation on the performance of Oil Marketing Companies in Accra Metropolis. Specifically, the study sought to; Determine the levels of stakeholder orientation, supply chain orientation and organisational performance amongst oil marketing companies; Examine the effect of stakeholder orientation on the performance of oil marketing companies in the Accra metropolis; Examine the influence of Supply chain orientation on the performance of oil marketing companies in the Accra metropolis. The study population was one hundred and ten OMCs (110). A sample size of 86 was chosen based on the Kirk (1995) population sample-matrix. But 84 respondents returned the instrument. The first finding indicated that the overall level of Stakeholder Orientation on all dimensions was moderate, there was a relatively high level of Supply Chain orientation and improved performance levels among the OMCs. The second finding also showed that Stakeholder Orientation had a positive significant impact on the performance of the OMCs. With respect to the third objective, it was found that Supply chain orientation also had a positive significant effect on the performance of OMCs. the study can conclude that, though the level of supply chain orientation among OMCs is higher than the level of Shareholder Orientation, it is the latter that contributes highest to predicting performance of OMCs. The study recommends that management of OMCs improve upon their public relations to create an image of a high level of commitment to improve shareholders wealth this will improve stakeholder orientation and positively affect organisational performance.