文章基本信息

标题：Linking Market Orientation To Strategy Through Segmentation Complexity
本地全文：下载
作者：Mohammad Ali Zolfagharian ; Angelica Cortes
期刊名称：Journal of Business & Economics Research
印刷版ISSN：1542-4448
电子版ISSN：2157-8893
出版年度：2010
卷号：8
期号：9
语种：English
出版社：The Clute Institute for Academic Research
摘要：Relying on the cultural view of market orientation, we introduce segmentation complexity as a key mediator between market orientation (i.e., customer orientation and competitor orientation) and the strategies of differentiation, cost leadership, and innovation. Customer orientation is positively related to segmentation complexity, differentiation, and innovation, and negatively to cost leadership. Competitor orientation is positively related to all of these strategies. The indirect effects of both customer and competitor orientation are mediated through segmentation complexity, which is positively related to differentiation and innovation, and negatively to cost leadership.
关键词：Market orientation;segmentation complexity;differentiation;cost leadership;innovation