Market orientation and positioning strategy: review and propositions

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..

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Abstract

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
URI: http://eprints.kingston.ac.uk/id/eprint/23525

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