The Role of Competitive Analysis in Implementing a market Orientation

Considers the importance of implementing a market orientation, highlighting the difficulty in focusing on competitors rather than customers. Offers an approach to competitive analysis taking into account the validity of both competitor and customer orientations. Argues that this type of method can help managers to maintain or build their position in relation to competition. Illustrates the stages involved in customer‐based competitive analysis with a case example.

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Year of publication:	1992
Authors:	Smith, Daniel C. ; Andrews, Jonlee ; Blevins, Timothy R.
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 6.1992, 1, p. 23-36
Publisher:	MCB UP Ltd
Subject:	Competitive advantage \| Competition \| Customer‐oriented performance measures \| Market orientation

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049210035719 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905462