Can Market Orientation Sustain Management of Microfinance Institutions? The Case Study of Amanah Ikhtiar Malaysia (AIM)

  • Soheil Kazemian
  • Rashidah Abdul Rahman
  • Zuraidah Mohd Sanusi
  • Adewale Abideen Aedyemi
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


This paper aims at providing insights into how the three dimensions of market orientation, namely, customer orientation, competitor orientation, and inter-function coordination, affect the management sustainability of Amanah Ikhtiar Malaysia (AIM) as the largest microfinance institution in Southeast Asia. In a cross-sectional survey, Partial Least Squares (PLS) was used to test the hypotheses on a convenience sample of 67 % of AIM’s top management level. In addition, 400 customers and 300 employees from various branches based on their customers’ number were also chosen randomly. The results provided empirical evidences that indicate management sustainability is influenced by customer orientation and inter-function coordination significantly. In contrast, competitor orientation has insignificant effects on management sustainability of AIM. The result of the paper enhanced further the literature in understanding the long-term sustainable social performance-based market orientation.


Market orientation Customer orientation Competitor orientation Inter-function coordination Management sustainability 


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Copyright information

© Springer Science+Business Media Singapore 2015

Authors and Affiliations

  • Soheil Kazemian
    • 1
  • Rashidah Abdul Rahman
    • 2
  • Zuraidah Mohd Sanusi
    • 1
  • Adewale Abideen Aedyemi
    • 3
  1. 1.Accounting Research Institute (ARI)Universiti Teknologi Mara (UiTM)Shah AlamMalaysia
  2. 2.Faculty of Economics and AdministrationKing Abdul Aziz University (KAU)JeddahKingdom of Saudi Arabia
  3. 3.Accounting Research Institute (ARI)International Islamic University Malaysia (IIUM)GombakMalaysia

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