Conceptual framework of market orientation and firm performance toward the manufacturing sector: Moderating effect of innovation

Is Organisational Culture a Necessity in Explaining the Relationship between Market Orientation, Total Quality Management and Innovation Performance?

“…Therefore, survey relevant to the aforementioned issues was conducted to quantitative data. The research coincided with previous empirical literatures within Malaysia (Yusof et al, 2020), employing the mail questionnaire under reasons of large geographical areas, limited time and cost reduction (Sekaran, 2005). The data collected was first analysed using SPSS to measure the descriptive analysis and PLS-SEM for model estimation and hypotheses testing.…”

“…Thus, it is interesting to adapt the model with alternative constructs in further strengthening the model proposed. The positive influence of market orientation on firm performance is validated from previous scholar's discussions (Yusof et al, 2020). However, their findings delivers significant effects on cultural components, while, the behavioural dimensions of market orientation are not supported.…”

“…Market orientation is another essential construct following marketing principle, indicating on the importance of identifying customers' demands, satisfying the desires of specific customer to fulfil the business objectives and providing value more effective than their competitors (Yusof et al, 2020). Since decades ago, market orientation is classified under two broad approaches; cultural and behavioural components.…”