Relating strategic market orientation and market performance: role of customer value types

A service provider achieves competitive advantage by configuring appropriate strategic orientation and customer value type. This paper addresses three important issues: (i) which customer value type (economical, relational or technical) is important for bank customers? (ii) which strategic market orientation (customer or competitor) helps in achieving the desired value type? and (iii) which value type significantly predicts market performance? We propose that a strategic market orientation pursued by a firm shall influence the customer value it intends to offer so as to maximize the market performance. Using data collected from 538 bank customers, this study reveals that when there is a perfect match between strategic market orientation and value being perceived by its customers, a firm shall achieve strategy-value fit and realize optimal market outcomes in the form of customer satisfaction, acquisition, retention, cross-selling, and up-selling. Furthermore, a bank shall realize maximum level of market performance if it pursues both customer and competitor orientation and endeavors to deliver technical/functional value to its target customers. The paper concludes with managerial implications and future research directions.     

Strategic marketing planning for heritage tourism: a conceptual model and empirical findings from two emerging heritage regions

This paper examines the process of strategic marketing planning for heritage tourism, an inherently complex and fragmented system, requiring a coordinated approach among a range of stakeholders. A conceptual model, detailing key stakeholders and specific strategic functions, as well as a prescribed method of coordination, is presented. Two regions were investigated using a qualitative methodology, which examined five strategic documents and consisted of in-depth interviews with 11 key informants from the tourism industry. Key findings indicate that weak coordination, in terms of strategic marketing planning, has negative implications for heritage tourism marketing concerning four key strategic functions, strategic orientation, resource allocation, product service development and destination promotion. The paper emphasises the importance of strategic marketing planning for each function and considers the role of the public sector in terms of providing strategic direction. Furthermore, the paper highlights the potential difficulties of engaging in heritage tourism development in a non-traditional destination.     

战略导向对外部创新搜索策略的影响——基于港资企业的实证研究

从战略管理的视角出发,基于对东莞170家港资企业的调查数据,实证研究了两种最重要的战略导向——市场导向和创业导向对外部创新搜索宽度和深度的影响。研究发现:对于创新基础薄弱的港资企业,市场导向和创业导向对其外部创新搜索宽度策略选择和深度策略选择的影响方向没有差异,两种战略导向均要求企业增大外部创新搜索的宽度和深度。     

Broadening the scope of the resource-based view in marketing: The contingency role of institutional factors

Drawing on the resource-based view (RBV) of the firm and institutional theory, the authors propose and test an integrated model in an industrial marketing context that expands the boundaries of the RBV to incorporate institutional factors pertaining to societal and political issues. The rationale for taking such an integrated approach stems from the knowledge that firm performance can be explained better by incorporating not only the inability of managers to take particular actions but also their reluctance or unwillingness to pursue those behaviors. The authors develop an integrated model that tests (1) the direct effect of marketing institutional factors on the development of marketing RBV factors and (2) the moderating role of marketing institutional factors on the performance effect of marketing RBV factors. The empirical results indicate general support for the hypotheses, and this research provides several implications for broadening the scope of the RBV in marketing by underscoring how fit between marketing resources and the context in which those resources are deployed affects firm performance.     

Expanding the sales professional's role: A strategic re-orientation?

Based in social exchange theory, this study empirically examines a model of salesperson participation in strategic communication activities. Results show that performance of sales professionals often stems from roles and activities that extend beyond the traditional selling function. Findings indicate that managers' orientation toward change, the firm's selling strategy, and salesperson's trust in their manager all play an important role in the salesperson's likelihood to engage in greater strategic communication activity. Participation in these activities is linked to individual selling performance. Thus, the study provides evidence that expanding the salesperson's role beyond the selling function can add firm value.     

Response bias in the measurement of salesperson orientations: The role of impression management

Impression management has long been recognized as a form of response distortion in the self-reported attributes and attitudes of salespersons and job applicants. In this study we examine whether measures of salesperson orientations may be susceptible to this self-enhancing response bias. Salesperson orientations examined include customer and selling orientations, and sales learning and performance orientations. Characteristics of these response biases include extreme responses to job desirable items, low construct reliability, low predictive validity, and a factor structure in which job-desirable items form a common factor. The analysis of a survey of pharmaceutical salespersons suggests self-enhancing responding may be a problem in the measurement of salesperson orientations. We identify steps that firms and researchers can take to identify self-enhancing responses.     

论经营城市及经营城市土地与营销城市

经营城市是在不断完善现代市场体系过程中的新思维、新探索;其核心在于经营城市土地,最终服务于营销城市。营销城市,通过准确的城市定位,打造城市品牌,发挥区域发展核心的作用。从而推动整个区域经济的发展。     

Integrating organizational learning with high-performance work system and entrepreneurial orientation: a moderated mediation framework

This study proposes a moderated mediation model to investigate the relationship between organizational learning and firm performance. We argue that entrepreneurial orientation mediates the positive effect of organizational learning on firm performance. Furthermore, the relationship between organizational learning and entrepreneurial orientation is strengthened when firms employ a higher level of high-performance work system. Hypotheses are supported by data from 181 firms operating in the manufacturing and service industries in China. Statistical results further reveal that a high-performance work system has different moderating effects on exploitative learning and exploratory learning. This research extends our understanding of organizational learning theory, entrepreneurship and human resource management literature by cross-fertilizing constructs in these fields with empirical evidence.     

Shaping consumer preference using alignable attributes: The roles of regulatory orientation and construal level

The structural alignment literature suggests that people place more weight on alignable (vs. nonalignable) attributes when evaluating competing options. The present research proposes that consumers' regulatory orientation moderates this process. Specifically, consumers differentially weight alignable versus nonalignable attributes depending on whether they are prevention or promotion-oriented. Results of four studies indicate that prevention-oriented consumers who tend to construe information at a more concrete level rely more on alignable attributes when evaluating two options as compared to promotion-oriented consumers who tend to construe information at a more abstract level, and are influenced more by nonalignable attributes. The authors further show that consumers' construal level and differential ease of processing the two types of attributes mediate the influence of regulatory orientations on their relative weighting of alignable versus nonalignable attributes and product evaluations.     

SMEs international growth: The moderating role of experience on entrepreneurial and learning orientations

New and small firms operating in the high-tech environments need strong entrepreneurial (EO) and learning (LO) orientations to enhance international growth. Yet, the relationship between these two key strategic dimensions and foreign growth can be contingent to the entrepreneur’s individual characteristics. Bringing together elements from strategic management, organization and entrepreneurship literatures, we employ a dynamic temporal perspective considering two levels of analysis, the firm and the entrepreneur, and we apply a fixed effects pooled time-series regression on a sample of 170 firms in two periods of time (2005 and 2015). Our findings indicate that SMEs that possess greater EO and LO have higher international growth. However, previous entrepreneurial and industry-specific managerial experience of the founder/CEO positively exert their effect on these relationships. Our results have important theoretical and practical implications for entrepreneurs and policy makers operating in highly innovative sectors.