The reinforcing effect of a firm's customer orientation and supply-base orientation on performance |
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| Affiliation: | 1. Department of Strategic Management, Nijmegen School of Management, Radboud University, P.O. Box 9108, 6500 HK Nijmegen, The Netherlands;2. Laboratory of Design, Production & Management, Faculty of Engineering Technology, University of Twente, P.O. Box 217, 7500 AE Enschede, The Netherlands;1. Cardiff Business School, Cardiff University, Colum Drive, Cardiff CF10 3EU, United Kingdom;2. EDHEC Business School, 24 Avenue Gustave Delory, CS 50411, 59057 Roubaix Cedex 1, France;3. Lincoln Business School, University of Lincoln, Brayford Pool, Lincoln LN6 7TS, United Kingdom;1. Antwerp Management School & University of Antwerp, Sint-Jacobsmarkt 9-13, 2000 Antwerp, Belgium;2. Department of Economics, Society, Politics, University of Urbino Carlo Bo, Via Saffi 42, 61029 Urbino, Italy;3. School of Business and Economics, Marketing and supply Chain Management, Maastricht University, P.O. Box 616, 6200 MD, Maastricht, Netherlands;1. Cardiff Business School, Cardiff University, Colum Drive, Cardiff CF10 3EU, United Kingdom;2. Prefeitura Municipal do Salvador, Ladeira do Boqueirão 1, Salvador 40301-360, Brazil;3. Cardiff Business School, Cardiff University, Colum Drive, Cardiff CF10 3EU, United Kingdom |
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| Abstract: | Although the merits of maintaining strategic orientations such as customer orientation and supply-base orientation have been discussed in the literature, there is relatively little understanding of how these strategic orientations interrelate. Drawing on dynamic capability theory, this study examines how these strategic orientations, through the deployment of their underlying capabilities, are drivers of firm performance. Based on a cross-industry sample, the findings indicate that firm's customer orientation and supply-base orientation are complementary strategic assets that contribute to superior performance. The findings provide new insights regarding the interplay of different strategic orientations and the importance of capability deployment. |
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