ALIGNING PROFIT MAKING ORGANISATIONS’ STRATEGY TO THE PUBLIC SECTOR FOR IMPROVED PERFORMANCE: MARKET ORIENTATION

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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.

Keywords: Market Orientation, Public Sector, Public Officials, Private Sector

How to cite this paper: Chigudu, D. (2015). Aligning profit making organisations’ strategy to the public sector for improved performance: Market orientation. Corporate Ownership & Control, 13(1-5), 574-582. https://doi.org/10.22495/cocv13i1c5p5