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A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation

Alan C.B. Tse (The Chinese University of Hong Kong, Shatin, Hong Kong)
Leo Y.M. Sin (The Chinese University of Hong Kong, Shatin, Hong Kong)
Oliver H.M. Yau (City University of Hong Kong, Kowloon Tong, Hong Kong)
Jenny S.Y. Lee (City University of Hong Kong, Kowloon Tong, Hong Kong)
Raymond Chow (City University of Hong Kong, Kowloon Tong, Hong Kong)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 2004

Abstract

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.

Keywords

Citation

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited