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A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation

A firm's role in the marketplace and the relative importance of market orientation and... A study was conducted to determine the relationship between a firm's role in the competitive environment and the appropriate strategies to use. Using firms sampled from China, it was found that market‐oriented and relationship marketing‐oriented strategies are both important for market leaders, and market‐oriented strategies are the best for market challengers, while relationship marketing‐oriented strategies serve market followers and market nichers best. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation

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References (48)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560410548915
Publisher site
See Article on Publisher Site

Abstract

A study was conducted to determine the relationship between a firm's role in the competitive environment and the appropriate strategies to use. Using firms sampled from China, it was found that market‐oriented and relationship marketing‐oriented strategies are both important for market leaders, and market‐oriented strategies are the best for market challengers, while relationship marketing‐oriented strategies serve market followers and market nichers best.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 1, 2004

Keywords: China; Market orientation; Relationship marketing; Marketing strategy

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