Aligning profit making organisations’ strategy to the public sector for improved performance: Market orientation-Reference-Cited by-同舟云学术

Aligning profit making organisations’ strategy to the public sector for improved performance: Market orientation

Published:2015 Issue:1 Volume:13 Page:574-582
ISSN:1810-3057
Container-title:Corporate Ownership and Control
language:en
Short-container-title:COC

Author:

Chigudu Daniel^ORCID

Abstract

This study is a review of the market orientation concept in relation to performance in the public sector. Related literature reveals a positive correlation of market orientation and public sector performance. Although the MARKOR scale, a process approach and the behavioural approach show a significant organisational performance in the profit making organisation, these models appear to have focussed mainly on generic issues in the public sector. The SERVQUAL instrument attempts to only gauge service delivery quality and not the implementation of the marketing concept which defines market orientation. This paper attempts to fill this gap by examining public sector benefits of market orientation. The contribution prompts public sector organisations to embrace market orientation and in turn enhance performance.

Publisher

Virtus Interpress

Subject

General Business, Management and Accounting

Link

https://virtusinterpress.org/IMG/pdf/10-22495_cocv13i1c5p5.pdf

Reference95 articles.

1. Abbott, Lawrence. (1955). Quality and Compétition. New York.: Columbia University Press.

2. Andreasen, Alan, & Kotler, Philip. (2003). Strategic Management for Nonprofit Organizations. Englewood Cliffs,NJ: Prentice-Hall.

3. Babakus, Emin., & Inhofe, James M. (1991). The Role of Expectations and Attribute Importance in the Measurement o f Service Quality: in M.C. Gilly et.al (Eds)Proceedings o f the SummerEducators ' Conference, Chicago, IL; American Markeüng Association', in M.C. Gilly et.al (Eds). Proceedings of the Summer Educators ' Conference. (pp. 142-144.). Chicago,. IL: American Markeüng Association,.

4. Balabanis, George., Stables, Ruth., & Phillips, Hugh. (1997). Market Orientation in the Top 200 British Charity Organizations and its Impact on Their Performance,”. European Journal of Marketing, 31(8), 583-603.

5. Beaumont-Kerridge, John. (2001). Market Orientation and Service Quality of Public Sector Sport Providers: A Case Study Approach. PhD thesis. Middlesex University.