haku: @freeterm Competitive strategy / yhteensä: 4
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| Tekijä: | Morgan, R. E. Strong, C. A. |
| Otsikko: | Market orientation and dimensions of strategic orientation |
| Lehti: | European Journal of Marketing
1998 : VOL. 32:11-12, p. 1051-1073 |
| Asiasana: | Entrepreneurship Innovation Manufacturing industry Market orientation Strategic planning |
| Vapaa asiasana: | Competitive strategy |
| Kieli: | eng |
| Tiivistelmä: | The specific domain of market orientation has been the subject of much scrutiny this decade. Both empirical and conceptual advances have been made to establish the marketing orientation construct as central to marketing decisions, business activities and organizational culture. However, a lacuna remains in understanding how market orientation may be related to competitive strategy. It is argued that market oriented activities and behaviours are articulated through strategic means which guides the firm in its product-market. Conceptualized as "strategic orientation of the business enterprise", competitive strategy is discussed as an important vehicle through which market orientation may be manifest. Six dimensions of strategic orientation are presented with statistical analyses. Also, there is discussion of the findings, along with various conclusions and implications. |
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