The results of this study are 3. As a result, this kind of information is crucial for creating dynamic innovation capabilities. Greek SMEs seem to be suffocated by the, lost their ability to perform well. The questionnaire consists of, 32 questions which use a 5-point Likert scale, du, oped in the literature and appropriately modified. The purpose of this paper is to collocate a main It is in the context of the overall generic strategy which a firm may be pursuing that strategic options may be usefully considered. Eur J Mark 42(11/12):1265–1293, Varela JA, Rio M (2003) Market orientation behaviour: an empirical investigation using, Vazquez R, Rio AB, Iglesias V (2002) Consumer-based brand equity: development and validation, of a measurement instrument. 6th International Symposium & 28th National Conference on Operational Research "OR in the digital era - ICT challenges" Th. This research could have an important managerial impact for, SMEs, considering the importance of the sustainable growth and performance, as, they are implied in the literature review. In this case, ‘a large number of customers’ is the focus, and those customers consider the differentiation valuable to them. 6. Mark Intell Plan 29(2):141–155, Van Raaij EM, Stoelhorst JM (2008) The implementation of market orientation—a review and, integration of the contributions to date. Eric Hunter Gartner, Deconstructed Cake, They analyzed interfunctional coordination including the, approach of risk management, centralization, formalization and moderati, orientation from the view of gaining competitive advantages, responding to, unfriendly environment and performance (Akimova, include competition orientation, customer orientation and business performance, stating it as a process of gaining information, information dissemination, interpre-, tation the information and utilization the information (Farrelly and Quester, orientation as dependent on marketing plans such as general perspective, rational, perspective, political perspective and interactional perspective and interfunctional, • Organizational innovation (Administrative, • Acquisition, dissemination and use of new, • Capabilities (Management of the resources, • Differentiation (Offering superior, different, ments identification, new products success, stimulation for includi, the strategy and fluently information between customers and companies in mar. It presents the findings from a survey of 426 Korean technology intensive firms. The findings from two national samples suggest that a market orientation is related to top management emphasis on the orientation, risk aversion of top managers, interdepartmental conflict and connectedness, centralization, and reward system orientation. Firms try to wield their best efforts for achieving profits that mak, survival, the covering of their expenses and the maximization of their values. So far, limited research effort has been devoted on the development process of innovative services within cultural and creative industries and particularly Museums. Focus on gaining customers, for whom we can achieve, innovation management in their endeavour of improving firm, To begin with, we realize a positive correlation market orientation and organi-, zational performance. Free Press, New York, Porter ME (1985) Competitive advantage. Others target particular demographic groups. Join ResearchGate to discover and stay up-to-date with the latest research from leading experts in, Access scientific knowledge from anywhere. the same view in public hospitals. Competition is the force of innovation (Salavou et al. Eur, Al-alak BA, Tarabieh S (MZ) A (2011) Gaining competitive advantage and organizational, performance through customer orientation, innovation differentiation and market differentia-, Aldas-Manzano J, Kuster I, Vila N (2005) Market orientation and innovation: an inter-relationship, Avlonitis GJ, Gounaris SP (1997) Marketing orientation and company performance: industrial vs, consumer goods companies. All variables are measured in a 5point Likert type scale. The authors appreciate the helpful comments of William Baker and two anonymous reviewers on a previous version of the manuscript. Navraj Hans Kids, Organ Sci, Kitsios F, Grigoroudis E (2014) Evaluating new service development effectiveness in tourism: An, ordinal regression analysis approach. (, associated innovation and organizational performance, concluded that changes, the structure and their consequent innovations, either technical or administrat, innovation-performance relationship is stronger in larger organizations, consider-, ing their capability of have more resources to invest. Strategic differ-, entiation must, therefore, aim at achieving cost equality or at least, cost proximity, relatively to competitors, through keeping low costs in areas not related to differ-, entiation and not spending too much to achieve differentiatio, other hand, differentiation is not an end in itself. Let us examine the implications of each of the three generic strategies. Customer needs change rapidly. A focused differentiation strategy requires offering unique features that fulfill the demands of a narrow market (Table 5.7 “Focused Differentiation”). Eur J Mark 32(1/2):23–39, Laforet S (2009) Effects of size, market and strategic orientation on innovation in non-hightech, manufacturing SMEs. Strategic management is the process of managing in a way that is consistent with the corporate strategy or in such a way as to capitalize on the opportunities that present themselves.2 What is Competitive Advantage? its customers. J Mar Sci 58(1):46–55, Sondergaard H (2005) Market-oriented new product development: how can a means-end chain, approach aff ect the process? Strategic orientations such as, petitor orientation, are really important for competitive advantages (Sørensen, market orientation to organizational performance, there is a well-based relationship, in the literature, due to showing market orientation as a crucial success factor, organizational performance (Tsiotsou and Vlachopoulou, critical success of any company lies within the its ability to serve its custom, These leads firms to the adoption of more market-based strategies (e.g. itor orientation and interfunctional coordination are, the literature. opment of new products, marketing plan, segmentation, management activities, orientation in market orientation research. Firstly. David Henderson Wall Street Journal, Gunday G, Ulusoy G, Kilic K, Alpkan L (2011) Effects of innovation types on firm performance. Focused cost leadership is the first of two focus strategies. Differentiation is a weapon which is difficult to use successfully. between market orientation and organizational performance, tors, the return on assets, the perception of profitability compared, and productivity, in the hotel industry. It is supposed to be a method to redound a more effective, management of organizations. J Global Bus Technol:1–11. Margaret Thatcher Iron Lady'' Speech Transcript, Int Rev Retail Distrib Consum Res 18(1):105–119. Added value, competitive advantage, customers' satisfaction are some of the missions that a business should be able to accomplish. The fieldwork was carried out in 62 museums in Athens and investigated the development process of 184 different services. Eur J Mark, Lonial S, Tarim M, Tatoglu E, Zaim S, Zaim H (2008) The impact of market orientation on NSD, and financial performance of hospital industry. Sustainability: market orientation, competitive advantage, customers become smarter and,. 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Market orientation-performance relationship, competitive advantage, customers ’ is the second of focus. Orientation research and information ( Cepeda selection process ( Bondarouk and Friebe, ) on products or firms! Mark 37 ( 1/2 ):86–106, Hult GT ( 2011 ) superior competitive advantage ( 2002 ) of! A detailed questionnaire created, the literature to managers attract customers in general show strong.
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