Market Orientation for Better Accountability of Government-Linked Companies
Said, J., Alam, M.M., Abdullah, N.H.N. and Zulkarnain, N.N. 2016. Market Orientation for Better Accountability of Government-Linked Companies. Malaysian Accounting Review, 15(1): 287-295.
6 Pages Posted: 31 Mar 2017
Date Written: 2016
This study assesses the status of the current level of market orientation among the Government-Linked Companies (GLCs) in Malaysia. This study collected primary data based on a set of questionnaire survey among 134 executives and managers of GLCs in Malaysia.
The data were collected based on opinions of the ten factors of market orientation practices by using the five-point Likert scale. The data were analysed using descriptive statistics. On an average, 86.6% of the respondents agreed that they focus on these factors of market orientation. The federal owned GLCs place more emphasis on market orientation than the state owned GLCs. This study suggests improving the practices of market orientation of GLCs in Malaysia by emphasizing on providing close attention to after-sales service, responding rapidly to the threats of competitive actions, regularly discussing the competitors’ strengths and strategies by top management, and freely communicating successful and unsuccessful customer experiences across all business functions. It is suggested that Malaysian GLCs should serious invest in market orientation to deliver higher accountability outcomes.
Keywords: market orientation, accountability, government-linked companies, sustainable competitive advantage, Malaysia
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