A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation

A study was conducted to determine the relationship between a firm's role in the competitive environment and the appropriate strategies to use. Using firms sampled from China, it was found that market‐oriented and relationship marketing‐oriented strategies are both important for market leaders, and market‐oriented strategies are the best for market challengers, while relationship marketing‐oriented strategies serve market followers and market nichers best.

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Year of publication:	2004
Authors:	Tse, Alan C.B. ; Sin, Leo Y.M. ; Yau, Oliver H.M. ; Lee, Jenny S.Y. ; Chow, Raymond
Published in:	European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 38.2004, 9/10, p. 1158-1172
Publisher:	Emerald Group Publishing Limited
Subject:	China \| Market orientation \| Relationship marketing \| Marketing strategy

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/03090560410548915 [DOI]
Source:	Other ZBW resources

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