کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1028264 942288 2010 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy
چکیده انگلیسی

As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of operating under the current economic conditions. A conceptual model linking market orientation, marketing innovation, competitive advantage and firm survival is tested using structural equation modelling. Three key findings are derived. First, the examined Chinese manufacturing SMEs had a greater perceived likelihood of survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and sustaining competitive advantages based on differentiation and cost leadership strategies. Third, marketing innovation capabilities improved when the examined manufacturing SMEs were competitor oriented and had good inter-functional capabilities.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Industrial Marketing Management - Volume 39, Issue 8, November 2010, Pages 1311–1320
نویسندگان
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