A Proposed Conceptual Framework for Market Orientation and Innovation towards Takaful Performance in Malaysia

Abstract

This paper aims to propose a conceptual framework to study the relationship between Market Orientation and Organizational Performance from Takaful Business's standpoint in Malaysia. The Innovation was added in this research to represents the mediating factor. Apparently the framework suggests that Market Orientation has positively effects Performance of the organization. Considering Innovation as the catalyst within the relationship, the mediating effect of it is to be investigated. From the review of literatures, hypotheses were developed to suggest the relationship between the Market Orientation, Innovation and Performance by choosing the Takaful Operators in Malaysia as the research sample. The findings of this research are expected to provide new ideas for the representative specially Marketing Manager from Takaful industry to increase their level of market penetration which is still low at the present.