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Exploring the relationship of key strategic orientations towards sustainable organizational

Mohd Mokhtar, Sany Sanuri and Yusoff, Rushami Zien (2009) Exploring the relationship of key strategic orientations towards sustainable organizational. International Journal of Business and Management Science, 2 (1). pp. 79-87. ISSN 1985-692X

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The purpose of this paper is to explore the relationship between market and quality orientation of manufacturing organisations in Malaysia.Data was collected using the mail questionnaire survey approach with the simple random sampling procedure in selecting the organisations for inclusion in the sample.One hundred and fifty eight Malaysian manufacturing organisations participated in this study.The results from the study shows that market orientation associated positively with quality orientation. This result confirms that integration between marketing and operation departments in an organisation is essential to ensure sustainable organisational performance.However, despite their importance many organisations have not fully adapted to become a market driven and quality oriented organisation.

Item Type: Article
Uncontrolled Keywords: market orientation, quality orientation, customer satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Prof. Dr. Sany Sanuri Mohd. Mokhtar
Date Deposited: 29 Sep 2013 01:39
Last Modified: 25 Apr 2016 08:08

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