Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10493229 | Journal of Business Research | 2004 | 10 Pages |
Abstract
The authors conceptually and empirically explore the role of market orientation in the context of strategy implementation. Specifically, market orientation plays a key role for the successful implementation of a premium product differentiation (PPD) strategy. This result is based on the empirical findings from an international study that shows the performance effect of a PPD strategy is to a significant extent mediated through the construct of market orientation. Implications for future research and managerial practice are discussed.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Christian Homburg, Harley Krohmer, John P. Jr.,