The effects of customer and competitor orientations on performance in global markets: a contingency analysis

• 成果类型: Article
• 署名作者: Zhou, Kevin Zheng; Brown, James R.; Dev, Chekitan S.; Agarwal, Sanjeev
• 署名单位: University of Hong Kong; West Virginia University; Cornell University; Iowa State University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/palgrave.jibs.8400259
• 发表日期: 2007
• 页码: 303-319
• 关键词: customer orientation; competitor orientation; firm performance; market environment; hotel industry

摘要

Should companies adjust their orientations toward customers or toward competitors in global markets? To answer this question, we use contingency theory and examine how the effects of customer and competitor orientations on performance are moderated by different environmental conditions. Our results from the global hotel industry indicate that a customer orientation works better in economically developed markets, as well as in markets with good local business conditions, greater resource availability, and demanding customers. In contrast, a competitor orientation is more effective in markets that are economically developing, have poor local business conditions, and face resource scarcity.