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The Role of Competitive Analysis in Implementing a market Orientation

Daniel C. Smith (Assistant Professor of Business at the University of Wisconsin‐Madison, where he teaches Product and Price Strategy.)
Jonlee Andrews (Doctoral Candidate in Marketing at the University of Wisconsin‐Madison, where she teaches Marketing Management and Retailing.)
Timothy R. Blevins (Received his M.B.A. from the University of Wisconsin‐Madison and has consulted with a number of consumer service and product organizations.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 January 1992

Abstract

Considers the importance of implementing a market orientation, highlighting the difficulty in focusing on competitors rather than customers. Offers an approach to competitive analysis taking into account the validity of both competitor and customer orientations. Argues that this type of method can help managers to maintain or build their position in relation to competition. Illustrates the stages involved in customer‐based competitive analysis with a case example.

Keywords

Citation

Smith, D.C., Andrews, J. and Blevins, T.R. (1992), "The Role of Competitive Analysis in Implementing a market Orientation", Journal of Services Marketing, Vol. 6 No. 1, pp. 23-36. https://doi.org/10.1108/08876049210035719

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited