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Market orientation, brand investment, new service development, market position and performance for service organisations

Market orientation, brand investment, new service development, market position and performance... This paper investigates how three marketing‐related sources of advantage – market orientation, new service development and brand investment – contribute to service firm performance by operationalising the sources‐position‐performance framework in a multi‐sector sample of service organisations. New service development and brand investment are found to contribute to the attainment of positional advantage and thence to performance. Market orientation, when considered in combination with these other sources, does not contribute directly to positional advantage and performance. Cost, brand and new service success positions are found to contribute to service firm performance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

Market orientation, brand investment, new service development, market position and performance for service organisations

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564230410540944
Publisher site
See Article on Publisher Site

Abstract

This paper investigates how three marketing‐related sources of advantage – market orientation, new service development and brand investment – contribute to service firm performance by operationalising the sources‐position‐performance framework in a multi‐sector sample of service organisations. New service development and brand investment are found to contribute to the attainment of positional advantage and thence to performance. Market orientation, when considered in combination with these other sources, does not contribute directly to positional advantage and performance. Cost, brand and new service success positions are found to contribute to service firm performance.

Journal

International Journal of Service Industry ManagementEmerald Publishing

Published: Jul 1, 2004

Keywords: Management strategy; Performance measures; Market orientation; Brands; Innovation

References