• Jamaliah Said Accounting Research Institute, UniversitiTeknologi MARA
  • Md. Mahmudul Alam School of Economics, Finance & Banking, College of Business, Universiti Utara Malaysia
  • Nik Herda Abdullah Faculty of Accountancy, Universiti Teknologi MARA
  • Nur Nadiah Zulkarnain Faculty of Accountancy, Universiti Teknologi MARA


This study assesses the status of the current level of market orientation among the Government-Linked Companies (GLCs) in Malaysia. This studycollected primary data based on a set of questionnaire survey among 134 executives and managers of GLCs in Malaysia. The data were collectedbased on the opinions of the ten factors of market orientation practices by using the five-point Likert scale. The data were analyzed using descriptivestatistics. On an average, 86.6% of the respondents agreed that they focus on these factors of market orientation. The federal-owned GLCs placedmore emphasis on market orientation than the state owned GLCs. This study suggests improving the practices of market orientation of GLCs inMalaysia by emphasizing on providing close attention to after-sales service, responding rapidly to the threats of competitive actions, regularly discussingthe competitors’ strengths and strategies by the top management, and freely communicating successful and unsuccessful customer experiences acrossall business functions. It is suggested that Malaysian GLCs should seriously invest in market orientation to deliver high accountability outcomes.
Keywords: Market orientation, accountability, government-linked companies, sustainable competitive advantage, Malaysia
Jun 23, 2016
How to Cite
SAID, Jamaliah et al. MARKET ORIENTATION FOR BETTER ACCOUNTABILITY OF GOVERNMENT-LINKED COMPANIES. Management & Accounting Review (MAR), [S.l.], v. 15, n. 1, p. 287-295, june 2016. ISSN 2550-1895. Available at: <>. Date accessed: 13 aug. 2022. doi: