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Market orientation, brand investment, new service development, market position and performance for service organisations

Sheelagh Matear (Department of Marketing, University of Otago, Dunedin, New Zealand)
Brendan J. Gray (Department of Marketing, University of Otago, Dunedin, New Zealand)
Tony Garrett (Department of Marketing, University of Otago, Dunedin, New Zealand)

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

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited