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

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Micheels, Eric T.; Gow, Hamish R.;
  • Subject: Agriculture, innovation, market orientation, relative emphasis, value discipline strategies, Marketing,

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 ... View more
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