Effect of market orientation towards business performance in manufacturing industry : Moderating role of innovation

Tay, Li Ying (2018) Effect of market orientation towards business performance in manufacturing industry : Moderating role of innovation. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research was a study about effect of market orientation and moderating role of innovation towards business performance in manufacturing industry of Malaysia.This research was focused on the manufacturing industry in Johor,Melaka and Selangor due to the industrial revolution that involved digitalization and transformation of manufacturing process that lead to competitive market environment.The definition of manufacturing industry,market orientation,innovation and business performance were discussed in this research.This research was conducted using quantitative research method to evaluate the moderating role of innovation towards relationship between market orientation and business performance in manufacturing industry.The questionnaire survey was used to collect data from 150 upper management,middle management and trained professional of manufacturing industry in Johor,Melaka and Selangor.The data collected were then analysed by using SPSS to test the relationship between market orientation,innovation and business performance.The findings of this research showed the characteristic profile of market orientation in manufacturing industry,the Pearson Correlation Coefficient result and multiple regression result.The result showed that the market orientation element which included competitor orientation and inter-functional coordination and innovation had significant relationship with business performance.This research also provided the theoretical and managerial implications as well as the limitation of this research and recommendation for future research.

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