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.
