Exploring the relationship of key strategic orientations towards sustainable organizational

• Main Authors: Mohd Mokhtar, Sany Sanuri, Yusoff, Rushami Zien
• Format: Article
• Published: Society for Alliance, Fidelity and Advancement (SAFA) 2009
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/9151/; http://www.safaworld.org/ijbms/v2n1.htm

The purpose of this paper is to explore the relationship between market and quality orientation of manufacturing organisations in Malaysia.Data was collected using the mail questionnaire survey approach with the simple random sampling procedure in selecting the organisations for inclusion in the sample.One hundred and fifty eight Malaysian manufacturing organisations participated in this study.The results from the study shows that market orientation associated positively with quality orientation. This result confirms that integration between marketing and operation departments in an organisation is essential to ensure sustainable organisational performance.However, despite their importance many organisations have not fully adapted to become a market driven and quality oriented organisation.