Abu Bakar, Abdul Rahim and Mohd Mokhtar, Sany Sanuri and Ahmad Fizri, Ahmad Farez (2005) An application of a customer-defined market orientation: antecedents and consequences. In: Asia Pacific Marketing Conference, 22-24 November 2005, Universiti Malaysia Sarawak, Malaysia. (Unpublished)
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Abstract
An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers` view on the organization's level of market orientation. Recent research offers evidence on the applicability of a customer-defined market orientation construct. This study extends this line of research by exploring the customer-defined market orientation antecedents and outcomes in higher education institution. This paper accentuates the subject by initially reviewing a number of theoretical viewpoints as to why a customer perspective should be sought when assessing organizational phenomena such as market orientation. Consequently. a number of hypotheses were put forward followed by the results of this study. This paper eventually concludes by elaborating the various conclusions derived from the study.
Item Type: | Conference or Workshop Item (Paper) |
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Uncontrolled Keywords: | marketing, higher education institution |
Subjects: | L Education > LB Theory and practice of education > LB2300 Higher Education |
Divisions: | College of Business |
Depositing User: | Mrs. Juwita Johari |
Date Deposited: | 15 Jul 2010 02:21 |
Last Modified: | 03 Nov 2020 01:33 |
URI: | https://repo.uum.edu.my/id/eprint/244 |
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