Determinant And Barrier Of Market Orientation Toward Organization Performance In Food Industry Malaysia

Yee, Hui Woon (2016) Determinant And Barrier Of Market Orientation Toward Organization Performance In Food Industry Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Previous researches showed there is a positive relationship between market orientation and organization performance (Kohli and Jaworksi, 1993; Narver and Slater, 1990; Day, 1994; Wood and Bhuian, 1993). Market orientation has always been recognized as a strategy to improve the organization performance. An organization that adopts the concept of market orientation is said to have competitive advantage as it is a strategy that focus on customer needs, competitor activities and inter-functional coordination (Narver and Slater, 1994). However, those researches claimed the positive relationship between market orientation and organization performance does not certainly hold true in developing countries or Asian countries as most of those researches were carried out in Western or developed countries (Appiah-Adu, 1998). Therefore, the main intention of this research is to identify whether there is a positive relationship between market orientation and organization performance in Food Industries Malaysia. The research was completed by using quantitative method and analysis method was completed by using Pearson correlation to measure the relationship between independent variables and dependent variable. Regression analysis was using for hypothesis testing. It is believed that this research paper will beneficial to the industry practitioners and academicians to be served as future reference.

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