Membina integrasi antara elemen teras TQM dengan orientasi pasaran dan hubungannya dengan prestasi firma
Past research portrayed quality orientation and market orientation as a functional discipline treated as separate orientations of the firm without any clear linkages. No relationship was apparent, eventhough these two orientations actually share a common goal, which is to generate high customer...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2002
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| Online Access: | http://journalarticle.ukm.my/2478/ http://journalarticle.ukm.my/2478/ http://journalarticle.ukm.my/2478/1/JP21-05.pdf |
| Summary: | Past research portrayed quality orientation and market orientation as a
functional discipline treated as separate orientations of the firm without any
clear linkages. No relationship was apparent, eventhough these two
orientations actually share a common goal, which is to generate high
customer value for the firm. Past research also did not link these two
orientations in a specific and detailed manner. This article therein discusses
an integration of these two concepts from a theoretical perspective, and
suggests an empirical framework for future studies. This framework merges the core elements of quality orientation and market orientation into an
integrated model that clarifies how these elements can be mobilised to
generate the firm’s competitive advantage. “Core elements of quality
orientation” are proposed to be measured by four constructs comprising
process optimisation and product reliability to capture the ‘operations focus’
dimension, and design optimisation and market advantage to capture the
‘external focus’ dimension. “Core elements of market orientation” will
comprise five constructs, namely customer orientation, competitor orientation,
technology orientation and innovation orientation, as well as organisational
co-ordination. This model is also designed to frame the analysis and explain
what, how and why the elements of TQM and market orientation can help to
predict the firm’s performance. A set of eight propositions is also given to
guide future research |
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