文章基本信息

标题：Studying the Phenomenon of Competitive Advantage and Differentiation: Market and Entrepreneurial Orientation Perspective
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作者：Haseeb Mustafa ; Khaliq Ur Rehman ; Syed Ahsan Raza Zaidi 等
期刊名称：Journal of Business and Management Sciences
印刷版ISSN：2333-4495
电子版ISSN：2333-4533
出版年度：2015
卷号：3
期号：4
页码：111-117
DOI：10.12691/jbms-3-4-2
出版社：Science and Education Publishing
摘要：The purpose of this paper is to identify and explain how market orientation and entrepreneurial orientation helps a firm in effectively differentiating its product or service offerings in relation to its industry rivals. The discussion in the paper has been done from various perspectives in the light of relevant past and modern researches while keeping the focus towards explaining how market orientation and entrepreneurial orientation practices of a firm allow it to achieve a competitive advantage in the industry by effectively differentiating its products. Market orientation has been discussed as an important antecedent to product differentiation and innovation which lead to greater competitiveness and superior performance in the industry. The findings suggest that market orientation and entrepreneurial orientation have a direct positive relationship with a firm’s ability to properly differentiate its offerings against its competitors. They help a firm in analyzing its customers’ needs, competitors’ strategies, and changing market conditions; reducing preference uncertainty, and understanding the consequences and associated risks with the late strategic moves and product differentiation strategies.
关键词：market orientation; entrepreneurial orientation; competitive advantage; product differentiation strategy; competition; etc