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Proceedings of the 1st AAGBS International Conference on Business Management 2014 (AiCoBM 2014) pp 17–27Cite as

Market Orientation Conception on Commercialization of University Research Products with Moderating Effect of Organizational Culture

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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.

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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

  1. Arshad Ayub Graduate Business School, Faculty of Business Management, Universiti Teknologi MARA, 40450, Shah Alam, Selangor, Malaysia

    Nur Syahira Abd Latif

  2. Faculty of Business Management, Universiti Teknologi MARA, 40450, Shah Alam, Selangor, Malaysia

    Azizan Abdullah, Nawawi Mohd Jan & Ahmad Shazeeer Mohamed Thaheer

Authors
  1. Nur Syahira Abd Latif
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  2. Azizan Abdullah
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  3. Nawawi Mohd Jan
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  4. Ahmad Shazeeer Mohamed Thaheer
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Corresponding author

Correspondence to Nur Syahira Abd Latif .

Editor information

Editors and Affiliations

  1. Universiti Teknologi MARA, Shah Alam, Malaysia

    Jaafar Pyeman

  2. Universiti Teknologi MARA, Shah Alam, Malaysia

    Wan Edura Wan Rashid

  3. Universiti Teknologi MARA, Shah Alam, Malaysia

    Azlina Hanif

  4. Universiti Teknologi MARA, Shah Alam, Malaysia

    Syed Jamal Abdul Nasir Syed Mohamad

  5. Universiti Teknologi MARA, Shah Alam, Malaysia

    Peck Leong Tan

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© 2016 Springer Science+Business Media Singapore

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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

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