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| Author: | Dev, C. (et al.) |
| Title: | Customer orientation or competitor orientation - Which marketing strategy has a higher payoff for hotel brands? |
| Journal: | Cornell hospitality quarterly: hospitality leadership through learning
2009 : FEB, VOL. 50:1 p. 19-28 |
| Index terms: | market orientation competition marketing strategy global brands hotel and catering industry |
| Language: | eng |
| Abstract: | This paper explores which market strategy leads to higher performance in hotel business. The study involves hotels from 56 countries and relies on survey geared to hotel managers. The findings show that a customer orientation has a greater effect on hotels performance than a competitor orientation. In addition, when customer orientation works better, focusing on competitors can be deleterious. Similarly when competitor-based strategy provides higher payoff focusing on customer orientation lowers performance. |
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