Abstract—The concept of market orientation has received
attention because of its conceptual and practical values. In
general, market orientation focus on customer orientation,
competitor orientation, and inter-functional coordination to
achieve organizational success. Thus, it is assumed the practices
of market orientation will lead the organization into
market-driven and consequently lead to superior organizational
performance. Failure to develop market orientation may
adversely affect business performance. However, the context in
which the concept is been applied need to be considered. This
study examines the aptness of market orientation on business
performance among project contractors in a northern state of
Malaysia. The focus is on the level of market orientation
practice by the contractors, relationship between market
orientation and business performance, and the difference
between contractor’s demographic factors toward market
orientation. The results show that larger project contractors
tend to practice more market orientation compared with
smaller project contractors. Nevertheless, there was no
difference in market orientation practice between contractors’
categories and contractors’ (company) age. However, this study
found that market orientation has significant negative
correlation with work value received. Therefore, this study
would be useful for the contractors to evaluate their practices of
market orientation.
Index Terms—Market orientation, business performance,
contractors, projects.
Ahmad Shazeer Mohd Thaheer is with the University Technology MARA
(UITM) Malaysia (e-mail: ahmadshazeer@salam.uitm.edu.my).
[PDF]
Cite: Mohd Hazman Fitri Hussin, Ahmad Shazeer Mohamed Thaheer, Muhammad Izwan Mohd Badrillah,
Mior Harris Mior Harun, and Shahrin Nasir, " The Aptness of Market Orientation Practices on
Contractors’ Business Performance: A Look at the
Northern State of Malaysia," International Journal of Social Science and Humanity vol. 4, no. 6, pp. 468-473, 2014.