Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/226157
Title: MARKET ORIENTATION OF REAL ESTATE DEVELOPERS
Authors: TAY YEE WEI
Issue Date: 2004
Citation: TAY YEE WEI (2004). MARKET ORIENTATION OF REAL ESTATE DEVELOPERS. ScholarBank@NUS Repository.
Abstract: Marketing literatures has reflected inconsistency in defining the "marketing concept" and "market orientation". It is being clarified in this study. Despite abundant literatures have proven that market orientation is associated to superior business and marketing performance in several countries and industries, no research have been done in Singapore. Thus, this study examines the link between the market orientation with business and marketing performance of developer firms in Singapore. Using data collected in a mail survey from 41 developer firms, it was found that both profit orientation and responsiveness showed significant linear and positive relationship with business and marketing performance. On the other hand, customer orientation, competitor orientation and inter-functional coordination dimension showed linear correlation with some of the marketing performance indicators. Furthermore, empirical findings showed that the relationship between market orientation was stronger with marketing performance than with business performance. The managerial implications are threefold, (1) the 21-item market orientation scale operationally measures the extent of a whether a developer has achieved market orientation, (2) the scale that was proven reliable and valid acts as a guide in identifying developers practices that differ from the standards as developed in this study and (3) the study paves a stepping stone to the development of better and more reliable measurement scale in the real estate industry.
URI: https://scholarbank.nus.edu.sg/handle/10635/226157
Appears in Collections:Bachelor's Theses

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