Libraries at University of Nebraska-Lincoln
Date of this Version
Winter 2-20-2012
Document Type
Article
Citation
Alper O¨ zer, Akýn Koc¸ak and Orhan C¸ elik. (2006). Determinants of market orientation in accounting firms. Marketing Intelligence & Planning. Vol. 24, no. 6: 591-607
Andreu, Blesa and Enrique, Bigne (2005). The effect of market orientation on dependence and satisfaction in dyadic relationships. Marketing Intelligence & Planning. Vol. 23, no. 3: 249-265.
Barnabas, Nattuvathuckal and Mekoth, Nandakumar (2010). Autonomy market orientation and performance in Indian retail banking. Asia Pacific Journal of Marketing and Logistics. Vol. 22, no. 3: 330 - 350
Jiménez-Zarco, Ana Isabel , Martínez-Ruiz, María Pilar, Izquierdo-Yusta Alicia (2011). The impact of market orientation dimensions on client cooperation in the development of new service innovations. European Journal of Marketing. Vol. 45, no. 1/2: 43 – 67.
Hinson, Robert Ebo and Mahmoud, Mohammed Abdulai (2011). Qualitative Insights into Market Orientation in Small Ghanaian Businesses. International Journal of Marketing Studies. Vol. 3, no. 1. Available at: www.ccsenet.org/ijms.
Kara, Ali, Spillan, John E. and DeShields, Oscare (2005). The Effect of a Market Orientation on Business Performance: A Study of Small-sized Retailers using MARKOR Scale. Journal of Small Business Management. Vol. 43, no. 2: 105-118.
Kohli, Ajay K . and Jaworski, Bemard J. (1990). Market Orientation: The Construct Research propositions, and Managerial Implication. Journal of Marketing. Vol. 54, no. 2: 1-18.
Kotler, Philip. (2006). Marketing Management. Northwestern University, Prentice Hall.
Mamouud, Mohammed Abdulai (2011). Market Orientation and Business Performance among SMEs in Ghana. International Business Research. Vol. 4, no.1. Available at: http://ccsenet.org/journal/index.php/ibr/article/view/6831.
Ministry of Higher Education and Scientific Research of Jordan (2012). Universities in Jordan. Available at: www.mohe.gov.jo.
Lado, Nora, Maydeu – Olivars and Rivera, Jaime (1995). Measuring market orientation in several populations: A structural equations model. Journal of Marketing. Vol. 32, no. 1/2: 23-39.
Linus, Osuagwu (2006). Market orientation in Nigerian companies. Marketing Intelligence & Planning. Vol. 24, no. 6: 608-631.
Sen, Barbara (2010). Theory, research and practice in library management : Market orientation. Library Management. Vol. 31, no. 4/5: 344 – 353
Sen, Barbara (2000). Defining market orientation for libraries. Library Management. Vol. 27, no. 4/5: 201 – 217
Shin, Sohyoun (2001). Decomposed approach of market orientation and marketing mix capability: Research on their relationships with firm performance in the Korean context. International Business Research. Vol. 5, no. 1. Available at: http://www.ccsenet.org/journal/index.php/ibr/article/view/13844.
Singh, Rajesh (2009). Mind the gap: Unlocking the relationship between market-orientation and service performance. Library Review. Vol. 58, no. 1: 28 -43
Suliyanto, Suliyanto and Rahab, Rahab (2012). The Role of Market Orientation and Learning Orientation in Improving Innovativeness and Performance of Small and Medium Enterprises, Asian Social Science. Vol. 8, no. 1: 134-145
Wikipedia: the free encyclopedia. (2012). Jordan. It is available at: http://en.wikipedia.org/wiki/Jordan.
Wikipedia: the free encyclopedia (2012). List of universities in Jordan. It is available at: http://en.wikipedia.org/wiki/List_of_universities_in_Jordan .
Abstract
This study aimed to investigate the impact of the application of the market orientation concept and its components on marketing performance in state and private university libraries in Jordan from the point of view of their managers and heads of departments. The initial study sample consisted of 170 library managers and heads of departments, of whom 95 (55.9 %) responded to the questionnaire.
The study revealed that both state and private university libraries in Jordan apply the concept of market orientation, although there are differences in the application of the components of market orientation. It also revealed that there are significant differences between the respondents' points of view, which could be attributed to the dependent variables of specialization, educational qualification and years of experience, and due to libraries’ number of employees and duration of establishment. There are no significant differences between the respondents' points of view that could be attributed to the dependent variables of gender and sector (state or private). It also revealed that all market orientation components has a high positive impact on marketing performance.
The study introduces some recommendations related to the findings, such as the need to develop environmental adaptability and competitive orientation, and to pay more attention to finding out the needs of users.
Comments
The research results indicate that state and private university libraries in Jordan have applied the concept of market orientation, although there are differences in the application of the components of market orientation. It can be noted that the most commonly applied market orientation component in state and private libraries is "customer orientation" and that the least commonly applied component in state libraries is "environmental adaptation", while the least commonly applied component in private libraries is "competition orientation".
The results also indicate that there are significant differences between the trends regarding the application of all of the components of the market orientation concept together due to respondents’ specializations, educational qualifications and years of experience, and due to library characteristics, namely, the number of employees and duration of establishment. Furthermore, there are no significant differences between trends regarding the application of the market orientation concept which are attributable to the variables of respondents’ gender or to library sector (state or private). The results also indicate that the impact of the application of all market orientation components is a high positive impact on users' satisfaction and on increasing the number of users.
In light of what this study has found, there is a need to lay the foundations for the staff of libraries in order to work with them during their efforts to apply the market orientation. This would gain the libraries a competitive advantage, primarily by adopting a strategy of first meeting users’ needs and desires. The awareness of library staff in terms of market orientation strategy and its benefits for libraries could be raised through periodic training courses for all staff members, and this would ensure their adherence to the fundamental aspects of this approach. With regard to this, it is important to encourage the library staff, without exception, to collect information on the market (users) through contact with them, to know their opinions, and classify this information according to importance, then disseminate this information between all library staff in order to take appropriate decisions. A core part of such an approach is the development of methods of collecting, classifying and storing information, and how to use the information in a marketing plan, and adjust the plan in accordance with the information received. Furthermore, there is a need to focus on access to information concerning competitive libraries to identify their abilities and marketing methods used, and the strengths and weaknesses of competitors, in order to address these in the future.