A Proposed Conceptual Framework for Market Orientation and Innovation towards Takaful Performance in Malaysia

Norizan Remli, Wan Norhayate Wan Daud, Fakhrul Anwar Zainol, Hamizah Muhammad

Abstract


This paper aims to propose a conceptual framework to study the relationship between Market Orientation and
Organizational Performance from Takaful Business’s standpoint in Malaysia. The Innovation was added in this
research to represents the mediating factor. Apparently the framework suggests that Market Orientation has
positively effects Performance of the organization. Considering Innovation as the catalyst within the
relationship, the mediating effect of it is to be investigated. From the review of literatures, hypotheses were
developed to suggest the relationship between the Market Orientation, Innovation and Performance by choosing
the Takaful Operators in Malaysia as the research sample. The findings of this research are expected to provide
new ideas for the representative specially Marketing Manager from Takaful industry to increase their level of
market penetration which is still low at the present.


Full Text: PDF DOI: 10.5539/ijbm.v8n7p100

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.