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Erschienen in:

2016 | OriginalPaper | Buchkapitel

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

verfasst von : Nur Syahira Abd Latif, Azizan Abdullah, Nawawi Mohd Jan, Ahmad Shazeeer Mohamed Thaheer

Erschienen in: Proceedings of the 1st AAGBS International Conference on Business Management 2014 (AiCoBM 2014)

Verlag: Springer Singapore

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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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Vorheriges Kapitel The Determinants of Technological Innovation Adoption in Malaysian SMEs

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Titel: Market Orientation Conception on Commercialization of University Research Products with Moderating Effect of Organizational Culture
verfasst von: Nur Syahira Abd Latif
Azizan Abdullah
Nawawi Mohd Jan
Ahmad Shazeeer Mohamed Thaheer
Verlag: Springer Singapore
Buch: Proceedings of the 1st AAGBS International Conference on Business Management 2014 (AiCoBM 2014)
Print ISBN: 978-981-287-425-2

Electronic ISBN: 978-981-287-426-9

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-981-287-426-9_2