The Impact of Market Orientation Indices, Marketing Innovation, and Competitive Advantages on the Business Performance in Distributer Enterprises

Javanmard, Habibollah; Hasani, Hoda

doi:10.13106/ijidb.2017.vol8.no1.23.

Cited by 11 publications

(15 citation statements)

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“…The results of the study showed that marketing innovation has a positive significant influence on sustainable competitive advantage. This result of the study agrees with past studies [50][51][52]. These studies verify the positive influence of marketing innovation on sustainable competitive advantage.…”

Section: Discussion On Findingssupporting

confidence: 92%

“…They concluded that sustained competitive advantage is positively affected by developing marketing innovation. Innovation is the capability of a firm to effectively differentiate it from its rivals' organizations and attain a sustainable competitive advantage [51][52][53] argue that "marketing innovation had the strong potential to lead quickly to sustainable competitive advantage". On the basis of the above discussion it can be hypothesized that: Hypothesis 2 (H2).…”

Section: Marketing Innovation and Sustainable Competitive Advantagementioning

confidence: 99%

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Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage

Hussain

Mohiuddin

et al. 2020

Sustainability

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This study examines the effects of sustainable marketing assets, such as brand equity and marketing innovation, on market performance in the presence of sustainable competitive advantage as a mediator in the hospitality industry. Data were collected from hotel/restaurant customers (N = 360) on a Likert scale from 1= strongly disagree to 5 = strongly agree and analysis was conducted using the structural equation modeling (SEM) technique. The objective of this study is to understand the relationship among brand equity, marketing innovation, sustainable competitive advantage, and market performance in the hotel/restaurant industry. The results show that sustainable marketing assets have positive and significant effects on market performance. This study also demonstrates that sustainable competitive advantage fully mediates the relationship between brand equity and market performance while partially mediating the relationship between marketing innovation and market performance. The findings of this research can contribute to formulating effective marketing strategies for attracting customers, emphasizing sustainable issues in the hospitality sector, such as hotels/restaurants. This research adds practical value to the literature on brand equity, marketing innovation, sustainable competitive advantage, and market performance in the service industry. and investors, to implement sustainability practices in their businesses [3]. The rate of adopting and practicing sustainability in businesses in different parts of the world does vary greatly [4]. The available literature on sustainability noticeably acknowledges that sustainability is well studied in developed countries compared to developing countries [5][6][7]. As the literature on sustainability increases, the issue of generalizability remains, as the findings cannot be replicated across markets and geographies. After years of political turmoil, Pakistan is enjoying formidable peace and stability and the market of more than 220 million people is growing fast. With ancient and diverse culture and history, Pakistani markets for the hospitality industry present increasing business opportunities. However, little is known on how sustainable marketing assets attract consumers in this vast market. The purpose of this study is to fill this gap in literature by testing sustainable marketing approaches in the Pakistani hospitality market. By sustainable marketing assets, we mean brand equity and marketing innovations that can ensure continuous business success, creating a sustainable business opportunity.According to resource advantage theory (RAT), when a firm orchestrates and manages its resources in a dynamic way, the consumption of its products or services provides superior market performance [8,9]. Resource advantage theory takes on a resource-based view (RBV) of organization by paying attention to marketing resources in terms of their capacity to gain a sustainable competitive advantage (SCA). Marketing assets that influence the stakeholders in any trade, and company, gen...

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Section: Discussion On Findingssupporting

confidence: 92%

Section: Marketing Innovation and Sustainable Competitive Advantagementioning

confidence: 99%

Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage

Hussain

Mohiuddin

et al. 2020

Sustainability

View full text Add to dashboard Cite

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“…A few researchers have tried to encompass some internal organizational phenomenon like behaviors and attitudes into MO (Avlonitis & Gounaris, 1999;Boukis, Gounaris, & Lings, 2017), while the others count into MO, some external environmental factors such as competitors and distributors as well (Javanmard & Hasani, 2017;Lado, Maydeu-Olivares, & Rivera, 1998). Sharp (2001) argues that MO must take into account the customer satisfaction as well as the product development phenomenon, whereas, Hult, Cravens, and Sheth (2001) consider MO as consisting value chain components that cover "culture-behaviors-processes-actions-performance."…”

Section: Literature Reviewmentioning

confidence: 99%

University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities

et al. 2019

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Market-orientation (MO) is not a very untouched research area, yet its application in universities is quite a recent phenomenon to execute marketing concept for a better value proposition. Various popular instruments including MARKOR and MKTOR have been used to assess MO in a variety of enterprise setups, but those measures turned out to be invalid in higher education context due to different goals and objectives of universities. Hence, the aim of this article is to validate a relatively more context-specific scale "UNIVERSITY MARKOR" in the developing countries like Pakistan that was initially developed and tested as relatively a better measure of university MO in some developed countries. Survey method was used in this study through the target population constituted by the university teachers and administrators. The proportionate systematic random sampling method was used to form a total sample of 476 respondents. For data analysis, the partial least squares (PLS) path modeling was utilized. The confirmatory factor analysis (CFA) for this study established three dimensions of "UNIVERSITY-MARKOR" construct. The examination of internal consistency reliability, convergent validity, and discriminant validity confirmed adequate psychometric properties for the UNIVERSITY-MARKOR construct. The results of this study are also consistent to the previous studies conducted in different contexts. Additional value may be complemented to this study if the pertinent future research may replicate it either in the private-sector universities. This study is therefore a source of support in developing countries to assist researchers and higher education authorities for better decision making.

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“…It refers to the implementation of a new marketing strategy that includes substantial changes in designing or packaging programs, promotion and pricing (Hussain et al, 2020). MI involves creative and innovative tactics, techniques, devices, strategies, procedures, policies, schemes and methods used in products' marketing (Javanmard and Hasani, 2017). In addition, it includes market knowledge, advertising, publicity, promotion and market control (Quaye and Mensah, 2019).…”

Section: Marketing Innovation and Sustainable Competitive Advantagementioning

confidence: 99%

Effects of entrepreneurial orientation, marketing, and innovation capabilities, on market performance: the mediating effect of sustainable competitive advantage

Elgarhy

Abou-Shouk²

2022

IJCHM

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Purpose The purpose of this study is to examine the direct/indirect effects of sustainable competitive advantage (SCA) antecedents (entrepreneurial orientation, marketing capability, innovation capability and marketing innovation) on market performance (MP) in travel agencies. Design/methodology/approach A survey was used for data collection randomly from 315 managers in travel agencies and structural equation modelling was used for testing research hypotheses. Findings The findings of this study showed that SCA is a partial mediator between SCA antecedents and MP. SCA antecedents significantly improve the prediction of travel agencies’ MP. Practical implications This study offers useful insights to managers, services providers and marketers of travel services who seek to achieve competitive positions and strengthen their marketing and innovation capabilities to support their survival in the travel supply chain in an accelerated technological changeable travel and tourism market. Originality/value The literature review lacks an integrated model that investigates the effect of SCA and its antecedents on MP. The introduced research model provides a deep insight into the mediating role of SCA in improving business performance.

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The Impact of Market Orientation Indices, Marketing Innovation, and Competitive Advantages on the Business Performance in Distributer Enterprises

Cited by 11 publications

References 0 publications

Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage

Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage

University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities

Effects of entrepreneurial orientation, marketing, and innovation capabilities, on market performance: the mediating effect of sustainable competitive advantage

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