An application of a customer-defined market orientation: antecedents and consequences
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 constr...
| Main Authors: | , , |
|---|---|
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2005
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/244/1/AN_APPLICATION_OF_A_CUSTOMER-DEFINED_MARKET_ORIENTATION_-_ANTECEDENTS.....pdf |
| Summary: | 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. |
|---|