Market Orientation: An important Consideration for Higher Education of Pakistan
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2017, Vol 7, Issue 4
Abstract
This study highlights a theoretically and empirically neglected area in higher education system of Pakistan which is the market orientation (MO) and university performance (UP) relationship, underpinned by theories like resource based view (RBT/RBV), organizational learning theory (OLT) and multiple constituency theory (MCT). This paper tries to extract a detailed review of the pertinent literature with a more context specific operationalization of MO for higher education settings. The review of obtainable literature with the essential purpose of highlighting ‘the deficit of MO in Pakistani universities’ identifies that a significant relationship is evident between the MO and organizational performance even in higher education sector. However a few studies report inconsistent results about the given relationship which signifies for further investigation of the given relationship in presence of some mediator or moderator. Nevertheless, the research particularly on the relationship of interest is found insufficient in literature. Hence MO appears as a neglected area in the context of Pakistani universities. Consequently, this paper asserts for further empirical investigation of desirable relationship through a more context specific measure for MO in higher education settings, so as to empower universities, researchers, and policy makers for national transformation.
Authors and Affiliations
Faiz Muhammad Khuwaja, Hasnizam Bin Shaari, Lily Julienti Abu Bakar
Keywords
Related Articles
- EP ID EP609692
- DOI 10.6007/IJARBSS/v7-i4/2818
- Views 102
- Downloads 0
Metaphorical Expressions and Ethical Appeals in Said Nursi’s Damascus Sermon
Contemporary cognitive linguistics views metaphor as pervasive in thoughts and conceptual in nature. There are studies on conceptual metaphors in religious discourse, but little is known about how orators make use of the...
Effects of Traditional Games on Age Equivalent Scores of Locomotor and Manipulative Skills among Early Stage School Children
Purpose: The development of gross motor skills are fundamental to advanced movements and specific skills in sports. Gross motor skills development that are in line with chronological age allows children to master locomot...
The Changing Roles of Librarians as Knowledge Manager in Academic Institutions: Empowerment and Advocacy
This case study made in a government organization academic background. Knowledge management is not one discipline. Rather, it is the integration of a variety of business and fields of study. focused knowledge management...
Determinant of Sustainability Consumers Purchase Decision for Green Product
Sustainability has become a major element of environmental stability in which it affects the situation of future generations in Malaysia. Today going green concept is one of the main goals in Malaysia. Government plays a...
Networking Factor of Topeng Malangan (Malangan Mask) Industry for the Business Sustainability (Case Study on Gunung Sari Craft Malang)
Topeng Malangan (Malangan mask) is one of the very important cultural products that has been developed to preserve the culture and is possibly be a business opportunity for Malangan Mask for Malang people. The focus of t...