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Achieving Sustainable Performance Through TQM and Market Orientation: A Proposed Framework for Empirical Investigations - Page 13

Proposed Research Constructs

Table 1.2 Research Constructs

Code

Research constructs as represented by figure 1.5

Q1

Q2

Q3

Q4

Q5

Q6

Q7

Q8

Q9

Q10

Operation focused-process optimisation

Operation focused-product and service reliability

Continuous improvement

Supplier management

Usage of quality tools

Employee involvement

Quality information and planning

Quality training

Benchmarking

Empowerment

M1

M2

M3

M4

M5

M6-N

M7-N

M8-N

M9-N

M10-N

Competitor orientation

Technological orientation

Innovation orientation

Customer relationship (final customers)

Channel relationship (agents and distributors)

Strategic positioning & segmentation -(not tested)

Marketing mix modifications (e.g. mass customisation)

Branding

International marketing (e.g. globalisation)

Marketing research

MQ1

MQ2

MQ3

MQ4

MQ5

MQ6

MQ7

MQ8

MQ9

Customer orientation

Market advantage

Design optimisation

Interfunctional co-ordination

Top management commitment

Teamwork

Customer satisfaction (internal and external)

Knowledge and learning (not tested)

Measurement (not tested)

P1

P2

P3

P4

P5

P6

P7

P8

Sales growth

Return on assets

Customer retention

Success in new products or services

Corporate image or company reputation

Sales over revenue ratio (profitability)

Customer satisfaction

Relative market share

E1

E2

E3

Market turbulence

Competitive intensity

Technological turbulence

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