Market orientation, competitive advantage, and performance: A demand-based perspective

作者：Zhou Kevin Zheng^*; Brown James R; Dev Chekitan S

来源：Journal of Business Research, 2009, 62(11): 1063-1070.

DOI：10.1016/j.jbusres.2008.10.001

This study assesses how customer value affects a firm's market orientation and consequently, competitive advantage and organizational performance in a service industry - the global hotel industry. The findings show that if a firm perceives its customers as valuing service, the firm is more likely to adopt both a customer and a competitor orientation: if the firm thinks its customers are price sensitive, the firm tends to develop a competitor orientation. Moreover, the greater a firm's customer orientation, the more the firm is able to develop a competitive advantage based on innovation and market differentiation. In contrast, a competitor orientation has a negative effect on a firm's market differentiation advantage. Finally, innovation and market differentiation advantages lead to greater market performance (e.g., perceived quality, Customer satisfaction) and in turn, higher financial performance (e.g., profit, market share).

• 出版日期2009-11