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.

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