The Impact of Alternative Market Orientation Strategies on Firm Performance: Customer versus Competitor Orientation
Eric Micheels () and
Hamish R. Gow
No 61738, 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado from Agricultural and Applied Economics Association
Research studies have differed over the importance of the relative emphasis of a customer versus competitor orientation in the development of a market orientation (Slater and Narver, 1994; Tajeddini, 2010). In this study, we assess whether the emphasis of one component over another of a market orientation is an important determinant of firm performance within the Illinois beef industry, specifically the cow-calf sector. Using a series of OLS regressions, we examine the importance of a market orientation, relative emphasis, learning, innovativeness, and a cost focus on firm performance. Our results suggest that a market orientation is an important determinant of firm performance while the relative emphasis of customer versus competitor orientation is not statistically significant, corroborating the findings of Slater and Narver (1994). Implications and directions for future research are also discussed.
Keywords: Marketing (search for similar items in EconPapers)
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed
Downloads: (external link)
https://ageconsearch.umn.edu/record/61738/files/Mi ... --%20AAEA%202010.pdf (application/pdf)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea10:61738
Access Statistics for this paper
More papers in 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado from Agricultural and Applied Economics Association Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().