On what should firms focus in transitional economies? A study of the contingent value of strategic orientations in China
This study examines the roles of strategic orientations (i.e., customer, competitor, and technology) in a transitional economy, China. On the basis of a cross-industry sample of 408 brands, we find that the effects of customer and technology orientations on business performance are contingent on the...
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| Veröffentlicht in: | International journal of research in marketing 2007-03, Vol.24 (1), p.3-15 |
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| container_title | International journal of research in marketing |
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| creator | Gao, Gerald Yong Zhou, Kevin Zheng Yim, Chi Kin (Bennett) |
| description | This study examines the roles of strategic orientations (i.e., customer, competitor, and technology) in a transitional economy, China. On the basis of a cross-industry sample of 408 brands, we find that the effects of customer and technology orientations on business performance are contingent on the competitive environment. Specifically, as market demand becomes increasingly uncertain, the effect of a customer orientation on performance turns from positive to negative. Meanwhile, the impact of a technology orientation on performance changes from negative to positive with an increasing level of technological turbulence. However, a competitor orientation has a positive and robust effect on business performance, regardless of whether competition is low or intense. |
| doi_str_mv | 10.1016/j.ijresmar.2006.09.004 |
| format | Article |
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| ispartof | International journal of research in marketing, 2007-03, Vol.24 (1), p.3-15 |
| issn | 0167-8116 1873-8001 |
| language | eng |
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| source | Access via ScienceDirect (Elsevier) |
| subjects | Business community Business performance China Competition Competitive environment Market orientation Strategic orientation Strategic planning Studies |
| title | On what should firms focus in transitional economies? A study of the contingent value of strategic orientations in China |
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