An application of a customer-defined market orientation: antecedents and consequences

TL;DRAbstract

An emerging perspective on market orientation suggests that strategic insights may be gained when firms take into account their customers` view on the organization's level of market orientation. Recent research offers evidence on the applicability of a customer-defined market orientation construct. This study extends this line of research by exploring the customer-defined market orientation antecedents and outcomes in higher education institution. This paper accentuates the subject by initially reviewing a number of theoretical viewpoints as to why a customer perspective should be sought when assessing organizational phenomena such as market orientation. Consequently. a number of hypotheses were put forward followed by the results of this study. This paper eventually concludes by elaborating the various conclusions derived from the study.

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