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An application of a customer-defined market orientation: antecedents and consequences

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 (Unpublished)

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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)
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: http://repo.uum.edu.my/id/eprint/244

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