Market orientation, brand investment, new service development, market position and performance for service organisations
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 July 2004
Abstract
This paper investigates how three marketing‐related sources of advantage – market orientation, new service development and brand investment – contribute to service firm performance by operationalising the sources‐position‐performance framework in a multi‐sector sample of service organisations. New service development and brand investment are found to contribute to the attainment of positional advantage and thence to performance. Market orientation, when considered in combination with these other sources, does not contribute directly to positional advantage and performance. Cost, brand and new service success positions are found to contribute to service firm performance.
Keywords
Citation
Matear, S., Gray, B.J. and Garrett, T. (2004), "Market orientation, brand investment, new service development, market position and performance for service organisations", International Journal of Service Industry Management, Vol. 15 No. 3, pp. 284-301. https://doi.org/10.1108/09564230410540944
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited