IDEAS home Printed from https://ideas.repec.org/a/hur/ijarbs/v7y2017i4p419-436.html
   My bibliography  Save this article

Market Orientation: An important Consideration for Higher Education of Pakistan

Author

Listed:
  • Faiz Muhammad Khuwaja
  • Hasnizam Bin Shaari
  • Lily Julienti Abu Bakar

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.

Suggested Citation

  • Faiz Muhammad Khuwaja & Hasnizam Bin Shaari & Lily Julienti Abu Bakar, 2017. "Market Orientation: An important Consideration for Higher Education of Pakistan," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(4), pages 419-436, April.
  • Handle: RePEc:hur:ijarbs:v:7:y:2017:i:4:p:419-436
    as

    Download full text from publisher

    File URL: http://hrmars.com/hrmars_papers/Market_Orientation_An_important_Consideration_for_Higher_Education_of_Pakistan.pdf
    Download Restriction: no

    File URL: http://hrmars.com/hrmars_papers/Market_Orientation_An_important_Consideration_for_Higher_Education_of_Pakistan.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. Emerson Mainardes & Mário Raposo & Helena Alves, 2014. "Universities Need a Market Orientation to Attract Non-Traditional Stakeholders as New Financing Sources," Public Organization Review, Springer, vol. 14(2), pages 159-171, June.
    2. Jeremiah J Sullivan & Ikujiro Nonaka, 1986. "The Application of Organizational Learning Theory to Japanese and American Management," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(3), pages 127-147, September.
    3. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    4. John W Cadogan & Adamantios Diamantopoulos & Charles Pahud de Mortanges, 1999. "A Measure of Export Market Orientation: Scale Development and Cross-cultural Validation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(4), pages 689-707, December.
    5. B.H. Voon, 2008. "SERVMO: A Measure for Service-Driven Market Orientation in Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 17(2), pages 216-237, April.
    6. Hooley, Graham & Cox, Tony & Fahy, John & Shipley, David & Beracs, Jozsef & Fonfara, Krzysztof & Snoj, Boris, 2000. "Market Orientation in the Transition Economies of Central Europe:: Tests of the Narver and Slater Market Orientation Scales," Journal of Business Research, Elsevier, vol. 50(3), pages 273-285, December.
    7. Jane Licata & Gary L. Frankwick, 1996. "University Marketing: A Professional Service Organization Perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(2), pages 1-16, July.
    8. Syed Zubair Haider, 2008. "Challenges in Higher Education: Special reference to Pakistan and South Asian Developing Countries," Nonpartisan Education Review, Nonpartisan Education Review, vol. 4(2), pages 1-12.
    9. Rubin, Paul H, 1973. "The Expansion of Firms," Journal of Political Economy, University of Chicago Press, vol. 81(4), pages 936-949, July-Aug..
    10. McGee, Lynn W. & Spiro, Rosann L., 1988. "The marketing concept in perspective," Business Horizons, Elsevier, vol. 31(3), pages 40-45.
    11. Pervez Hoodbhoy, 2009. "Pakistan’s Higher Education System — What Went Wrong and How to Fix It," The Pakistan Development Review, Pakistan Institute of Development Economics, vol. 48(4), pages 581-594.
    12. Atuahene-Gima, Kwaku, 1996. "Market orientation and innovation," Journal of Business Research, Elsevier, vol. 35(2), pages 93-103, February.
    13. Fariza Hashim & Abdul Rahim Abu Bakar, 2011. "Antecedents And Consequences Of Market Orientation In Non-Profit Organizations: Evidence From Malaysia," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 4(3), pages 95-105.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    2. İpek, İlayda & Bıçakcıoğlu-Peynirci, Nilay, 2020. "Export market orientation: An integrative review and directions for future research," International Business Review, Elsevier, vol. 29(4).
    3. Guo, Chiquan & Wang, Yong J. & Metcalf, Ashley, 2014. "How to calibrate conventional market-oriented organizational culture in 21st century production-centered firms? A customer relationship perspective," International Journal of Production Economics, Elsevier, vol. 156(C), pages 235-245.
    4. Ruiz de Sabando, Amaia Lafuente & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The marketing orientation as a university management philosophy: a framework to guide its application," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    5. Che-Ha, Norbani & Mavondo, Felix T. & Mohd-Said, Saad, 2014. "Performance or learning goal orientation: Implications for business performance," Journal of Business Research, Elsevier, vol. 67(1), pages 2811-2820.
    6. Liu, Sandra S. & Luo, Xueming & Shi, Yi-Zheng, 2003. "Market-oriented organizations in an emerging economy: A study of missing links," Journal of Business Research, Elsevier, vol. 56(6), pages 481-491, June.
    7. Smirnova, Maria M. & Rebiazina, Vera A. & Frösén, Johanna, 2018. "Customer orientation as a multidimensional construct: Evidence from the Russian markets," Journal of Business Research, Elsevier, vol. 86(C), pages 457-467.
    8. Jesús Cambra-Berdún & Jesús Cambra-Fierro, 2006. "Considerations and implications on the necessity of increasing efficiency in the public education system: The new public management (NPM) and the market orientation as reference concepts," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 3(2), pages 41-58, December.
    9. Nils Grashof, 2020. "Sinking or swimming in the cluster labour pool? A firm-specific analysis of the effect of specialized labour," Jena Economic Research Papers 2020-006, Friedrich-Schiller-University Jena.
    10. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    11. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
    12. Blattberg, Robert C. & Malthouse, Edward C. & Neslin, Scott A., 2009. "Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 157-168.
    13. Dimitrios Kafetzopoulos & Evangelos Psomas, 2016. "ORGANISATIONAL LEARNING, NON-TECHNICAL INNOVATION AND CUSTOMER SATISFACTION OF SMEs," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(03), pages 1-28, April.
    14. David M. Pooser & Mark J. Browne, 2018. "The Effects of Customer Satisfaction on Company Profitability: Evidence From the Property and Casualty Insurance Industry," Risk Management and Insurance Review, American Risk and Insurance Association, vol. 21(2), pages 289-308, September.
    15. Nguyen Dang Tuan, Minh & Nguyen Thanh, Nhan & Le Tuan, Loc, 2019. "Applying a mindfulness-based reliability strategy to the Internet of Things in healthcare – A business model in the Vietnamese market," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 54-68.
    16. Nicolas Classen & Martin Carree & Anita Gils & Bettina Peters, 2014. "Innovation in family and non-family SMEs: an exploratory analysis," Small Business Economics, Springer, vol. 42(3), pages 595-609, March.
    17. Laura Rondi & Davide Vannoni, 2002. "Firm Diversification in the European Union: New Insights on Return to Core Business and Relatedness," CERIS Working Paper 200208, Institute for Economic Research on Firms and Growth - Moncalieri (TO) ITALY -NOW- Research Institute on Sustainable Economic Growth - Moncalieri (TO) ITALY.
    18. Claudia Seabra & Luis Filipe Lages & Jose Luis Abrantes, 2003. "The infosource scale: a measure to assess the importance of external tourism information sources," FEUNL Working Paper Series wp440, Universidade Nova de Lisboa, Faculdade de Economia.
    19. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    20. repec:dgr:rugsom:02b13 is not listed on IDEAS
    21. Houston, Lawrence & Grandey, Alicia A. & Sawyer, Katina, 2018. "Who cares if “service with a smile” is authentic? An expectancy-based model of customer race and differential service reactions," Organizational Behavior and Human Decision Processes, Elsevier, vol. 144(C), pages 85-96.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hur:ijarbs:v:7:y:2017:i:4:p:419-436. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Hassan Danial Aslam). General contact details of provider: http://hrmars.com/index.php/pages/detail/IJARBSS .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.