Market orientation and positioning strategy: review and propositions

Charles Blankson; Stavros Kalafatis; Kirsten Cowan; Jaywant Singh

Market orientation and positioning strategy: review and propositions

Charles Blankson
, Stavros Kalafatis
, Kirsten Cowan
, Jaywant Singh

Research output: Contribution to conference › Paper › peer-review

Abstract

Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004), unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000). This synergy is somewhat problematic due to much ado about, and fixation on short-term operational exigency (Porter 1996, 2001), exacerbated by the lack of studies. This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.

Original language	English
Publication status	Published - 2012
Event	2012 Academy of Marketing Science (AMS) World Marketing Congress (WMC): Cultural Perspectives in Marketing: Thriving in a New World Economy - Buckhead (Atlanta), Georgia, U.S. Duration: 28 Aug 2012 → 1 Sept 2012

Conference

Conference	2012 Academy of Marketing Science (AMS) World Marketing Congress (WMC): Cultural Perspectives in Marketing: Thriving in a New World Economy
Period	28/08/12 → 1/09/12

Bibliographical note

Organising Body: Academy of Marketing Science

Keywords

Business and management studies

Cite this

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title = "Market orientation and positioning strategy: review and propositions",

abstract = "Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004), unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000). This synergy is somewhat problematic due to much ado about, and fixation on short-term operational exigency (Porter 1996, 2001), exacerbated by the lack of studies. This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.",

keywords = "Business and management studies",

author = "Charles Blankson and Stavros Kalafatis and Kirsten Cowan and Jaywant Singh",

note = "Organising Body: Academy of Marketing Science; 2012 Academy of Marketing Science (AMS) World Marketing Congress (WMC): Cultural Perspectives in Marketing: Thriving in a New World Economy ; Conference date: 28-08-2012 Through 01-09-2012",

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language = "English",

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TY - CONF

T1 - Market orientation and positioning strategy

T2 - 2012 Academy of Marketing Science (AMS) World Marketing Congress (WMC): Cultural Perspectives in Marketing: Thriving in a New World Economy

AU - Blankson, Charles

AU - Kalafatis, Stavros

AU - Cowan, Kirsten

AU - Singh, Jaywant

N1 - Organising Body: Academy of Marketing Science

PY - 2012

Y1 - 2012

N2 - Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004), unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000). This synergy is somewhat problematic due to much ado about, and fixation on short-term operational exigency (Porter 1996, 2001), exacerbated by the lack of studies. This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.

AB - Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004), unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000). This synergy is somewhat problematic due to much ado about, and fixation on short-term operational exigency (Porter 1996, 2001), exacerbated by the lack of studies. This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.

KW - Business and management studies

M3 - Paper

Y2 - 28 August 2012 through 1 September 2012

ER -

Market orientation and positioning strategy: review and propositions

Abstract

Conference

Bibliographical note

Keywords

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