期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2017
卷号：7
期号：4
页码：419-436
DOI：10.6007/IJARBSS/v7-i4/2818
语种：English
出版社：Human Resource Management Academic Research Society
摘要：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.
