TY - CHAP
T1 - Market Orientation and Positioning Strategy
T2 - Review and Propositions
AU - Charles, Blankson
AU - Stavros, Kalafatis
AU - Kirsten, Cowan
AU - Jaywant, Singh
N1 - Publisher Copyright:
© 2016, Academy of Marketing Science.
PY - 2016
Y1 - 2016
N2 - Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004], unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000], This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.
AB - Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004], unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000], This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.
UR - https://www.scopus.com/pages/publications/85125082712
U2 - 10.1007/978-3-319-24148-7_42
DO - 10.1007/978-3-319-24148-7_42
M3 - Chapter
AN - SCOPUS:85125082712
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 131
BT - Developments in Marketing Science
PB - Springer Nature
ER -