Benefits of customer and competitive orientations in industrial markets
Article Abstract:
In recent years, considerable research attention has focused on what constitutes a customer and competitive orientation, and how each may impact business performance. In this study, we empirically investigate the influence of customer and competitive orientations on business performance in the context of the machine tool industry. In our analysis, we discovered that there are four latent dimensions underlying customer and competitive orientations, and we have interpreted these dimensions as basic market orientation, competitive benchmarking, customization, and international orientation. We then evaluated the influence of these dimensions on four perceptual measures of business performance. Our results indicate that basic market orientation has a stronger impact on performance than the other dimensions. We also discovered that international orientation has an inverted U-shaped relationship with business performance in the short-term, and a positive linear relationship in the long-term. Managers could use the four-part conceptualization of customer and competitive orientations to assess strengths and weaknesses and in long-term planning. We also discuss some areas for future research. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1996
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The performance of industrial and consumer product managers
Article Abstract:
This comparative study investigated how senior marketing executives from both industrial and consumer goods firms viewed the importance of the four basic roles that were found to describe the activities of product managers. Further, the performance levels of product managers in industrial and consumer goods firms were contrasted. The results show that industrial and consumer marketing executives do not view these roles to be of equal importance. In addition, the analysis indicated that the performance of the two types of product managers varied. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1988
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Using price discounts for a competitive advantage
Article Abstract:
A carefully designed price discount program affords opportunities for strengthening a company's long-run competitive position. This article reviews types of discount programs and how they can be used to strengthen a firm's competitive position. It then develops a series of questions to aid in the evaluation of a strategic price discount program. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1988
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