The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey

Tunç, Tarkan

doi:10.26650/imj.2020.89.0003

Cited by 1 publication

(2 citation statements)

References 55 publications

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“…The key to a firm's success is the collection of the necessary information about competitors and using it to make decisions (Hooley et al, 2016). Customer and competitor orientations, which are two basic market orientation concepts, can provide a competitive advantage to businesses (Tunc, 2020). Businesses that conduct a thorough consumer and competitor orientations can acquire a competitive advantage within their various industries (Arl, 2016).…”

Section: Competitor Orientationmentioning

confidence: 99%

“…Competitor oriented companies sometimes simply elect to imitate to reduce the high cost of product development (Ekber & Ahmadov, 2017). Tunc (2020) proffered that "alliances between firms, distributed co-creation practices and collaborations with customers become more and more important. Competitors are referred to as firms offering products and services that are close alternatives, in the sense that they serve the same customer needs.…”

Section: Competitor Orientationmentioning

confidence: 99%

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Firm Focus, Market Orientation and Firm Performance within the Health Insurance Industry

Mohammed¹,

Ekremet²,

Godwin³

2022

APMAJ

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Marketing orientation of businesses has become a strategy and priority for service providers in building strong value for customers by predicting and adapting to competitor innovations and services. This study looked at firm focus, firm performance and the three dimensions of market orientation using 168 respondents from the private health insurance industry. The study found that firms paying critical attention to the exclusive needs of their customers and competitor services remain stronger in the market. The study revealed that in order to improve long-term outlook, health insurance firms are required to implement the requisite market orientation dimensions to increase the success of firm performance. Keywords: firm focus, market orientation, firm performance, health insurance, SDGs

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Section: Competitor Orientationmentioning

confidence: 99%

Section: Competitor Orientationmentioning

confidence: 99%