TY  - JOUR
AB  - 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.
VL  - 38
IS  - 9/10
SN  - 0309-0566
DO  - 10.1108/03090560410548915
UR  - https://doi.org/10.1108/03090560410548915
AU  - Tse Alan C.B.
AU  - Sin Leo Y.M.
AU  - Yau Oliver H.M.
AU  - Lee Jenny S.Y.
AU  - Chow Raymond
PY  - 2004
Y1  - 2004/01/01
TI  - A firm's role in the marketplace and the relative importance of market orientation and relationship marketing orientation
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1158
EP  - 1172
Y2  - 2024/04/23
ER  -