A study was conducted to determine the relationship between a firm's role in the competitive environment and the appropriate strategies to use. Using firms sampled from China, it was found that market‐oriented and relationship marketing‐oriented strategies are both important for market leaders, and market‐oriented strategies are the best for market challengers, while relationship marketing‐oriented strategies serve market followers and market nichers best.
Tse, A.C.B., Sin, L.Y.M., Yau, O.H.M., Lee, J.S.Y. and Chow, R. (2004), "A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1158-1172. https://doi.org/10.1108/03090560410548915
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