The effects of customer and competitor orientations on performance in global markets: a contingency analysis
Volume: 38, Issue: 2, Pages: 303 - 319
Published: Mar 1, 2007
Abstract
Should companies adjust their orientations toward customers or toward competitors in global markets? To answer this question, we use contingency theory and examine how the effects of customer and competitor orientations on performance are moderated by different environmental conditions. Our results from the global hotel industry indicate that a customer orientation works better in economically developed markets, as well as in markets with good...
Paper Details
Title
The effects of customer and competitor orientations on performance in global markets: a contingency analysis
Published Date
Mar 1, 2007
Volume
38
Issue
2
Pages
303 - 319
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