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A review of the relationships and impact of market orientation and market positioning on organizational performance

A review of the relationships and impact of market orientation and market positioning on organizational performance
A review of the relationships and impact of market orientation and market positioning on organizational performance
The debate concerning the importance of adopting a market orientation in collaboration with market positioning strategies has gone on for years. Nevertheless, on their own, market orientation and market positioning do not guarantee profitable firm performance unless marketers employ and integrate both on a long-term basis. Achieving this synergy is somewhat problematic owing to focus on short-term operational exigency, as well as the lack of research identifying the relationship between the two concepts. This review fills the gap in the literature by answering two questions: What is the relationship between firm market orientation capability and firm market positioning strategies? How does this relationship impact the performance of organisations? The article sheds light on these issues and contributes to the debate by proposing relationships between positioning strategy and market orientation. Furthermore, the researchers propose how positioning mediates the relationship between market orientation and business benefits.
0965-254X
499-512
Blankson, C.
db6362ef-0f6b-4a1d-a8bd-cb4b32d9859f
Cowan, K.
c5684577-5d42-49c0-bc3f-714095072ab1
Crawford, J.
311abfb9-8fc7-4662-86c0-c18292c045c2
Kalafatis, K.
035d7966-a067-440a-b931-6870dcab904e
Singh, J.
db6316ed-e404-4c5a-873c-6e97c94fe531
Blankson, C.
db6362ef-0f6b-4a1d-a8bd-cb4b32d9859f
Cowan, K.
c5684577-5d42-49c0-bc3f-714095072ab1
Crawford, J.
311abfb9-8fc7-4662-86c0-c18292c045c2
Kalafatis, K.
035d7966-a067-440a-b931-6870dcab904e
Singh, J.
db6316ed-e404-4c5a-873c-6e97c94fe531

Blankson, C., Cowan, K., Crawford, J., Kalafatis, K. and Singh, J. (2013) A review of the relationships and impact of market orientation and market positioning on organizational performance. Journal of Strategic Marketing, 21 (6), 499-512. (doi:10.1080/0965254X.2013.804857).

Record type: Article

Abstract

The debate concerning the importance of adopting a market orientation in collaboration with market positioning strategies has gone on for years. Nevertheless, on their own, market orientation and market positioning do not guarantee profitable firm performance unless marketers employ and integrate both on a long-term basis. Achieving this synergy is somewhat problematic owing to focus on short-term operational exigency, as well as the lack of research identifying the relationship between the two concepts. This review fills the gap in the literature by answering two questions: What is the relationship between firm market orientation capability and firm market positioning strategies? How does this relationship impact the performance of organisations? The article sheds light on these issues and contributes to the debate by proposing relationships between positioning strategy and market orientation. Furthermore, the researchers propose how positioning mediates the relationship between market orientation and business benefits.

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More information

Accepted/In Press date: 9 May 2013
e-pub ahead of print date: 8 July 2013
Published date: 2013

Identifiers

Local EPrints ID: 435958
URI: http://eprints.soton.ac.uk/id/eprint/435958
ISSN: 0965-254X
PURE UUID: f12763bb-e9fe-44fb-aec8-7a49b0b5ca1a
ORCID for J. Singh: ORCID iD orcid.org/0000-0002-0766-0162

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Date deposited: 25 Nov 2019 17:30
Last modified: 03 Dec 2019 01:20

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Contributors

Author: C. Blankson
Author: K. Cowan
Author: J. Crawford
Author: K. Kalafatis
Author: J. Singh ORCID iD

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