Abstract
The purpose of this study is to investigate the relationship between market orientation and commercialization of university research products with the moderating effect of organizational culture. This is due to a report that indicates that Malaysian public universities score low in commercialization of their research products. Quantitative approach method will be applied in this study with 354 sets of questionnaires distributed to 5 research universities in Malaysia. Since this paper is intended to focus on its conceptual nature, it discusses only the synthesis of literature findings. Limitations are not going to be discussed in the empirical discussion. The conceptual contribution of this paper goes one step further by suggesting the factors that may influence the enhancement of commercialization of university research products in Malaysia.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Chandran G (2010) R & D commercialization challenges for developing countries: the case of Malaysia. Tech Monitor. pp 25–30
Low HH, Amran MR, Aslan MS (2011) Enhancing academic researchers’ perceptions toward university commercialization. J Econ Res 2:33–48
Pries F, Guild PD (2004) Analyzing the commercialization of university research: a proposed categorization scheme. In: Proceedings of the international association for the management of technology, IAMOT2004, Washington, DC
Kamarulzaman AA, Hezlin H, Mariati N (2011) University research, development & commercialisation management: a Malaysian best practice case study. World Rev Bus Res 1:179–196
Raja Suzana RK (2011) Malaysian higher education institutions: shaping an entrepreneurial agenda. Int J Inf Educ Technol 1:163–170
Chandran G, Farha AG, Veera P (2009) The role of collaboration, market and intellectual property rights awareness in university technology commercialization. Int J Innov Technol Manag 6:363–378
Kamisah K, Ahmad O, Iqbal A (2011) The role of market orientation knowledge and researcher’s behavior in recognition of commercialization opportunity. In: 2nd international conference on business and economic research 2011 proceeding. Holiday Villa Beach Resort and Spa, Langkawi, Kedah, Malaysia, pp 850–871
Ministry of Higher Education Website (2010) Niche 1: commercialisation and innovation development Akept center for leader research and innovation [Online]. Available: http://Www.Mohe.Gov.My/Akept.Doc/Aclr/Niche_1.Pdf
Lumpkin GT, Dess GG (1996) Clarifying the entrepreneurial orientation construct and linking it to performance. Acad Manage Rev 21:135–172
Slater SF, Narver JC (1994) Market orientation, customer value and superior performance. Bus Horiz 37:22–28
Anderson J (2009) A critical examination of the EO-performance relationship. J Entrep Theory Pract 31:660–667
Wiklund J, Shepherd D (2003) Knowledge-based resources, entrepreneurial orientation and the performance of small and medium-sized businesses. J Strateg Manag 24:137–144
Buchanan JM, Vanberg VJ (1991) The market orientation as a creative process. Econ Philos 7:167–186
Jaworski BJ, Kohli AK (1993) Market orientation: antecedents and consequences. J Mark 57:53–70
Affendy AH, Asmat N, Talib A, Abdul Rahim AB (2011) The effects of entrepreneurial orientation on firm organizational innovation and market orientation towards firm business performance. Int Conf Soc Econ Dev 10:80–284
Asikhia O (2011) Adjusted Narver and Slater’s market orientation concept and firm performance in Nigerian companies. Glob J Manag Bus Res 11:55–62
Zhang DD, Bruning ER (2007) Differential influences of market and entrepreneurial orientation on firm performance. ASAC Int J Entrep Behav Res 17(1):82–103. Emerald Group Publishing Limited
Vorhies DW, Morgan NA (2005) Benchmarking marketing capabilities for sustained competitive advantage. J Mark 69:80–94
Abreu M, Grenevich V (2013) The nature of academic entrepreneurship in the UK: widening the focus on entrepreneurial activities. Res Policy 42:408–422
Simula H (2012) Management of commercialization: case studies of industrial, business-to-business product innovation. Doctoral Dissertation, Aalto University, Finland
Joly Y, Dove ES (2012) Moving beyond commercialization: strategies to maximize the economic and social impact of genomics research, Policy brief no. 5. Genomic Canada, Ottawa
Ismail K, Aslan MS, Sonng WM, Wong SC, Ajagbe AM (2012) Decision making process in the commercialization of university patent in Malaysia. Afr J Bus Manag 6:681–698
Lucky EO (2011) Nurturing entrepreneurship development in the 21st century: the practical approaches. Int J Hum Soc Sci 1(9):225
Kuratko DF, Welsch HP (2004) Strategic entrepreneurial growth, 2nd edn. Thomson, South-Western, Ohio
Abdullah Kaid AS, Rosli M (2011) How does organizational culture shape the relationship between entrepreneurial orientation and the organizational performance of banks. Eur J Soc Sci 20:28–46
Cameron KS, Quinn RE (2006) Diagnosing and changing organizational culture: based on the competing values framework, Rev. edn. Wiley (Jossey Bass), San Francisco
Spacapan GL, Bastic M (2006) Culture, entrepreneurship and market orientation as determinants of organizational innovation capability: the case of transition economy. In: Proceeding of the 6th WSEAS international conference on simulation, modelling and optimization, vol 22. pp 385–390
Henrie M, Sousa-Poza A (2005) Project management: a culture literature review. Proj Manage J 36(2):5–14
Krejcie RV, Morgan DW (1970) Determining sample size for research activities. Educ Psychol Meas 30:607–610
Sekaran U (2007) Research methods for business: a skill building approach, 4th edn. Wiley, Singapore
Sauders M, Lewis P, Thornhill A (2007) Research method for business students, 4th edn. Pearson Education, Harlow
Acknowledgment
The researchers would like to thank the Ministry of Education of Malaysia (MOE) for awarding the Fundamental Research Grant Scheme (FRGS); Arshad Ayub Graduate Business School (AAGBS) and Research Management Institute (RMI) of Universiti Teknologi MARA, Malaysia, for the assistance and support; and also the anonymous reviewers for their feedback and suggestion to improve this article.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 Springer Science+Business Media Singapore
About this paper
Cite this paper
Latif, N.S.A., Abdullah, A., Jan, N.M., Thaheer, A.S.M. (2016). Market Orientation Conception on Commercialization of University Research Products with Moderating Effect of Organizational Culture. In: Pyeman, J., Wan Rashid, W., Hanif, A., Syed Mohamad, S., Tan, P. (eds) Proceedings of the 1st AAGBS International Conference on Business Management 2014 (AiCoBM 2014). Springer, Singapore. https://doi.org/10.1007/978-981-287-426-9_2
Download citation
DOI: https://doi.org/10.1007/978-981-287-426-9_2
Publisher Name: Springer, Singapore
Print ISBN: 978-981-287-425-2
Online ISBN: 978-981-287-426-9
eBook Packages: Business and ManagementBusiness and Management (R0)