Is it enough to be market-oriented? How coopetition and industry experience affect the relationship between a market orientation and customer satisfaction performance

Although the advantages of a market orientation (the organisation-wide implementation of the marketing concept) are well-known, many smaller-sized (and under-resourced) companies struggle to satisfy their customers' wants and needs. Therefore, grounded in resource-based theory and the relational view (as well as drawing upon an outside-in marketing perspective), this current study examines whether collaborating with competitors (coopetition)...