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The Impact of Alternative Market Orientation Strategies on Firm Performance: Customer versus Competitor Orientation

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  • Micheels, Eric T.
  • Gow, Hamish R.

Abstract

Research studies have differed over the importance of the relative emphasis of a customer versus competitor orientation in the development of a market orientation (Slater and Narver, 1994; Tajeddini, 2010). In this study, we assess whether the emphasis of one component over another of a market orientation is an important determinant of firm performance within the Illinois beef industry, specifically the cow-calf sector. Using a series of OLS regressions, we examine the importance of a market orientation, relative emphasis, learning, innovativeness, and a cost focus on firm performance. Our results suggest that a market orientation is an important determinant of firm performance while the relative emphasis of customer versus competitor orientation is not statistically significant, corroborating the findings of Slater and Narver (1994). Implications and directions for future research are also discussed.

Suggested Citation

  • Micheels, Eric T. & Gow, Hamish R., 2010. "The Impact of Alternative Market Orientation Strategies on Firm Performance: Customer versus Competitor Orientation," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61738, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea10:61738
    DOI: 10.22004/ag.econ.61738
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    Cited by:

    1. Niyi Israel Akeke & Peter Olatunji Olayiwola, 2019. "Strategic Orientation, Knowledge Management and Performance of Telecommunication Sector," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 22(72), pages 2-14, June.
    2. Odia, J.O., 2019. "Strategic Management Accounting Techniques Usage, Strategic Choices, and Performance of Financial Institutions in Nigeria," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 9(2), pages 94-109, December.

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    Keywords

    Marketing;

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