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The impact of competitive strategies on responsive market orientation, proactive market orientation, learning orientation and organizational performance

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journal contribution
posted on 12.12.2018, 16:50 by Radwan A. Kharabsheh, Khalid Jarrar, Boyka SimeonovaBoyka Simeonova
Drawing on the strategy implementation approach and the resource-based view of the firm, this study examines the relationships among competitive strategies (differentiation and cost leadership), responsive market orientation (RMO), proactive market orientation (PMO), learning orientation (LO) and organizational performance. The study used questionnaire survey of senior managers of 264 manufacturing and service companies in Jordan. The study employed partial least squares to test the hypotheses. Moderate but significant relationships are evident in the links between cost leadership and LO, and RMO and organizational performance. Strong and significant relationships are exhibited in the links between differentiation and RMO; differentiation and PMO; differentiation and LO and between LO and organizational performance. The results show that differentiation strategy is more important than cost leadership strategy and that LO is the most important factor for better organizational performance.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Strategic Marketing

Volume

23

Issue

5

Pages

423 - 435

Citation

KHARABSHEH, R.A., JARRAR, K. and SIMEONOVA, B., 2014. The impact of competitive strategies on responsive market orientation, proactive market orientation, learning orientation and organizational performance. Journal of Strategic Marketing, 23 (5), pp.423-435.

Publisher

© Taylor & Francis

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2014

Notes

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 24 October 2014, available online: http://www.tandfonline.com/10.1080/0965254X.2014.970217.

ISSN

0965-254X

eISSN

1466-4488

Language

en