haku: @author Voola, R. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Voola, R. O'Cass, A. |
| Otsikko: | Implementing competitive strategies: the role of responsive and proactive market orientations |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:1/2, p. 245-266 |
| Asiasana: | competitive strategy product differentiation costs resources |
| Vapaa asiasana: | market orientation |
| Kieli: | eng |
| Tiivistelmä: | The article seeks to draw on the strategy implementation approach and the resource-based view (RB theory) to examine the relationships among competitive strategies, responsive market orientation (RMO), proactive market orientation (PMO), and firm performance. The aim is to show that competitive strategies have a significant effect on market orientation and, moreover, market orientation has a significant effect on firm performance. The results show that both competitive strategies influence RMO and PMO which influence firm performance. Differentiation strategy seems to have a stronger influence on RMO and PMO than cost-leadership strategy. PMO seems to have a stronger influence on performance than RMO. |
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