Blankson, Charles, Kalafatis, Stavros, Cowan, Kirsten and Singh, Jaywant (2012) Market orientation and positioning strategy: review and propositions. In: 2012 Academy of Marketing Science (AMS) World Marketing Congress (WMC): Cultural Perspectives in Marketing: Thriving in a New World Economy; 28 Aug - 01 Sep 2012, Buckhead (Atlanta), Georgia, U.S..Full text not available from this archive.
Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004), unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000). This synergy is somewhat problematic due to much ado about, and fixation on short-term operational exigency (Porter 1996, 2001), exacerbated by the lack of studies. This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.
|Item Type:||Conference or Workshop Item (Paper)|
|Event Title:||2012 Academy of Marketing Science (AMS) World Marketing Congress (WMC): Cultural Perspectives in Marketing: Thriving in a New World Economy|
|Organising Body:||Academy of Marketing Science|
|Research Area:||Business and management studies|
|Faculty, School or Research Centre:||Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
|Depositing User:||Jaywant Singh|
|Date Deposited:||18 Sep 2012 11:52|
|Last Modified:||18 Sep 2012 11:52|
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