IDEAS home Printed from https://ideas.repec.org/a/ist/ibsimj/v0y2020i89p47-71.html
   My bibliography  Save this article

The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey

Author

Listed:
  • Tarkan Tunç

    (Nippon Paint Betek, Kayseri, Turkey.)

Abstract

The study was conducted in an industry leading company to examine the two dimensions of market orientation (customer orientation and competitor orientation) from the perspective of its sales employees and customers and to explain their relationship with marketing performance. The research data were collected from company’s sales group field employees on the firm side and company’s sales dealer employees on the consumer side. With the research, it was aimed to measure the differences, changes and relations between regions, years, and parties (employee-customer) based on three-year measurements carried out in 7 geographical regions (18 provinces) throughout the country at the scale of an industryleading company. The first finding points to the significant relationship between marketing performance and customer orientation. The second finding reveals that the firm tends towards customer-oriented behaviors in macroeconomic growth periods and towards competitor-oriented behaviors in recession periods. Another important finding is that the analysis at the level of geographical regions indicates that there are significant differences between regions, but it is understood that this difference is caused by a small number of provinces. In this context, it is possible to say that the country market reflects similar orientation trends in general.

Suggested Citation

  • Tarkan Tunç, 2020. "The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey," Istanbul Management Journal, Istanbul University Business School, vol. 0(89), pages 47-71, December.
    • Handle: RePEc:ist:ibsimj:v:0:y:2020:i:89:p:47-71
    DOI: 10.26650/imj.2020.89.0003
    as

    Download full text from publisher

    File URL: https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/537E0BA7D2924B2F8578567EC8438882
    Download Restriction: no
    File URL: https://iupress.istanbul.edu.tr/tr/journal/imj/article/the-joint-effects-of-customer-and-competitor-orientation-on-marketing-performance-a-case-of-an-industry-leading-firm-in-turkey
    Download Restriction: no
    File URL: https://libkey.io/10.26650/imj.2020.89.0003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Menguc, Bulent & Auh, Seigyoung & Shih, Eric, 2007. "Transformational leadership and market orientation: Implications for the implementation of competitive strategies and business unit performance," Journal of Business Research, Elsevier, vol. 60(4), pages 314-321, April.
    2. Lamberti, Lucio & Noci, Giuliano, 2010. "Marketing strategy and marketing performance measurement system: Exploring the relationship," European Management Journal, Elsevier, vol. 28(2), pages 139-152, April.
    3. Haim Hilman & Narentheren Kaliappen, 2014. "Market Orientation Practices and Effects on Organizational Performance," SAGE Open, , vol. 4(4), pages 21582440145, September.
    4. Craig C. Julian, 2010. "The market orientation-marketing performance relationship: the empirical link in international joint ventures," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 3(4), pages 414-431.
    5. Cagri Bulut & Cengiz Yilmaz & Lutfihak Alpkan, 2009. "Pazar Oryantasyonu Boyutlarinin Firma Performansina Etkileri," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 9(2), pages 513-538.
    6. Henry Kaiser, 1974. "An index of factorial simplicity," Psychometrika, Springer;The Psychometric Society, vol. 39(1), pages 31-36, March.
    7. Cacciolatti, Luca & Lee, Soo Hee, 2016. "Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organisational power," Journal of Business Research, Elsevier, vol. 69(12), pages 5597-5610.
    8. Stoelhorst, J. W. & van Raaij, Erik M., 2004. "On explaining performance differentials: Marketing and the managerial theory of the firm," Journal of Business Research, Elsevier, vol. 57(5), pages 462-477, May.
    9. Conduit, Jodie & Mavondo, Felix T., 2001. "How critical is internal customer orientation to market orientation?1," Journal of Business Research, Elsevier, vol. 51(1), pages 11-24, January.
    10. Bruce H. Clark, Tim Ambler, 2001. "Marketing performance measurement: evolution of research and practice," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 3(2/3/4), pages 231-244.
    11. Slater, Stanley F. & Narver, John C., 1994. "Market orientation, customer value, and superior performance," Business Horizons, Elsevier, vol. 37(2), pages 22-28.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Abdallah A. Sendaro & Rohaizat Baharun, 2020. "Mediating Role of Individual Market Orientation in Emotional Intelligence and Job Performance Relationship for Banking Industry," Global Business Review, International Management Institute, vol. 21(1), pages 18-30, February.
    2. P.K.A. Ladipo & A. Ganiyu Rahim & C. Abayomi Oguntoyibo & I. Olatunji Okikiola, 2016. "Market Orientation and Business Performance: a Study of Interrelationships and Effects in a Small sized Hotels within Lagos State Metropolis," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 2(4), pages 98-119, December.
    3. Izaskun AGIRRE & Pedro REINARES & Amaia AGIRRE, 2014. "Antecedents To Market Orientation In The Worker Cooperative Organization: The Mondragon Group," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 85(3), pages 387-408, September.
    4. Izaskun Agirre & Pedro Reinares & Fred Freundlich, 2015. "Does a Democratic Management Model Enhance Performance through Market Orientation? Empirical Evidence from the Mondragon Industrial Group," Review of Radical Political Economics, Union for Radical Political Economics, vol. 47(3), pages 345-367, September.
    5. Collins Kankam-Kwarteng & Francis Osei & Gabriel Asante-Gyabaah & Kofi Ankamah Ferkah, 2022. "Mediation role of service innovation in the effects of knowledge creation on marketing performance of restaurant," Technium Social Sciences Journal, Technium Science, vol. 27(1), pages 620-638, January.
    6. Adams, Pamela & Bodas Freitas, Isabel Maria & Fontana, Roberto, 2019. "Strategic orientation, innovation performance and the moderating influence of marketing management," Journal of Business Research, Elsevier, vol. 97(C), pages 129-140.
    7. Eldon Y. Li & Shu-Fen Ko, 2021. "Employee’s Market Orientation Behavior and Firm’s Internal Marketing Mechanism: A Multilevel Perspective of Job Performance Theory," Sustainability, MDPI, vol. 13(12), pages 1-25, June.
    8. Reed, Kendra & Goolsby, Jerry R. & Johnston, Michelle K., 2016. "Listening in and out: Listening to customers and employees to strengthen an integrated market-oriented system," Journal of Business Research, Elsevier, vol. 69(9), pages 3591-3599.
    9. Lillemo, Shuling Chen, 2014. "Measuring the effect of procrastination and environmental awareness on households' energy-saving behaviours: An empirical approach," Energy Policy, Elsevier, vol. 66(C), pages 249-256.
    10. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    11. Simplice A. Asongu & Nicholas M. Odhiambo, 2019. "Governance, capital flight and industrialisation in Africa," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 8(1), pages 1-22, December.
    12. Pamela E. Ofori & Simplice A. Asongu & Vanessa S. Tchamyou, 2021. "The Synergy between Governance and Economic Integration in Promoting Female Economic Inclusion in Sub-Saharan Africa," Working Papers 21/071, European Xtramile Centre of African Studies (EXCAS).
    13. Simplice A. Asongu, 2014. "Knowledge Economy and Financial Sector Competition in African Countries," African Development Review, African Development Bank, vol. 26(2), pages 333-346, June.
    14. Chimere O. Iheonu, 2019. "Governance and Domestic Investment in Africa," Working Papers 19/001, European Xtramile Centre of African Studies (EXCAS).
    15. Rodríguez-Fuentes, Carlos Javier & Hernández-López, Montserrat, 1997. "Análisis de diferencias estructurales interregionales determinantes en el impacto de la política monetaria," Estudios de Economia Aplicada, Estudios de Economia Aplicada, vol. 7, pages 141-157, Junio.
    16. Simplice A. Asongu & Vanessa S. Tchamyou & Ndemaze Asongu & Nina Tchamyou, 2018. "The Comparative African Economics of Governance in Fighting Terrorism," AFEA Working Papers 18/046, African Finance and Economic Association (AFEA).
    17. Leiv Gabrielsen & Pål Ulleberg & Reidulf Watten, 2012. "The Adolescent Life Goal Profile Scale: Development of a New Scale for Measurements of Life Goals Among Young People," Journal of Happiness Studies, Springer, vol. 13(6), pages 1053-1072, December.
    18. Simplice A. Asongu & Rexon T. Nting & Joseph Nnanna, 2020. "Linkages between Globalisation, Carbon Dioxide Emissions and Governance in Sub-Saharan Africa," International Journal of Public Administration, Taylor & Francis Journals, vol. 43(11), pages 949-963, August.
    19. Simplice A Asongu, 2013. "Modeling the future of knowledge economy: evidence from SSA and MENA countries," Economics Bulletin, AccessEcon, vol. 33(1), pages 612-624.
    20. Guilding, Chris & McManus, Lisa, 2002. "The incidence, perceived merit and antecedents of customer accounting: an exploratory note," Accounting, Organizations and Society, Elsevier, vol. 27(1-2), pages 45-59.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ist:ibsimj:v:0:y:2020:i:89:p:47-71. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ertugrul YASAR (email available below). General contact details of provider: https://edirc.repec.org/data/isisttr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.