ANTECEDENTS AND CONSEQUENCES OF MARKET ORIENTATION IN NON-PROFIT ORGANIZATIONS: EVIDENCE FROM MALAYSIA

Fariza Hashim and Abdul Rahim Abu Bakar

International Journal of Management and Marketing Research, 2011, vol. 4, issue 3, 95-105

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 nonprofit organizations such as higher education institutions. This paper accentuates the subject by reviewing a number of theoretical viewpoints as to why a customer perspective should be sought when assessing organizational phenomena such as market orientation. Based on a study conducted on students of a local Malaysian university, this study extends the notion of market orientation to include service quality and customer satisfaction.

Keywords: Market Orientation; Nonprofit Organization; Marketing Strategy; Higher Institutions (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (3)

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