haku: @author Shao, A. T. / yhteensä: 1
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| Tekijä: | Perry, M. L. Shao, A. T. |
| Otsikko: | Market orientation and incumbent performance in dynamic markets |
| Lehti: | European Journal of Marketing
2002 : VOL. 36:9-10, p. 1140-1153 |
| Asiasana: | INTERNET ADVERTISING MARKET ORIENTATION COMPETITION |
| Kieli: | eng |
| Tiivistelmä: | The extant literature suggests that performance may be a function of the degree to which market information is systematically collected, disseminated and responded to (i.e. market orientation). However, the majority of empirical research on the market orientation to performance relationship has focused on manufacturers and has not distinguished between incumbents and new entrants. The authors' study of incumbent firms involves the market orientation to performance relationship in the context of services in the growing and competitive Internet industry. The authors found that market orientation did not directly affect performance, nor did the interaction of market orientation and perceptions of new competitors. |
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