Sustaining development through market orientation: a study of healthcare sector of United Arab Emirates

In recent years, the sustainability-based view of development has emerged as a major paradigm in the management literature (Rowe et al., 1994). At its most basic level, it is built upon a number of straightforward propositions. One is that it is the sustainability, which tips the balance between success and failure of a policy. A second proposition is that market orientation is an invaluable strategy and its heterogeneity leads to differential performance in the direction of sustainable development. In specific terms, market orientation can be used as a basis to explain sustainable development. A third proposition is that sustainability is not just about sustainable development of the environment. It is actually about ways to enable all people of the world to lead healthy, fulfilling, and economically secure lives without destroying the natural environment. Surely, all sectors of an economy ought to participate in the quest for attaining the avowed objective of sustainable development.