Market orientation of service networks: direct and indirect effects on sustained competitive advantage

H. Evanschitzky

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

Market orientation is an organization-wide concept that helps explain sustained competitive advantage (SCA). Since networks become ever more important, especially in the service sector, there is need to expand the concept of MO to a network setting. In line with Narver and Slater (1990), the concept of Market Orientation of Networks (MONW) is developed. This study indicates how MONW relates to the resource-based view (RBV) of the firm and the industrial organization (IO) view in explaining SCA. It is argued that MONW has direct and indirect effects on SCA. More precisely, the antecedent effect of MONW to resources and industry structure is considered.
Original languageEnglish
Pages (from-to)349-368
Number of pages19
JournalJournal of Strategic Marketing
Volume15
Issue number4
DOIs
Publication statusPublished - Sep 2007

Keywords

  • market orientation
  • service networks
  • company performance
  • industrial organization

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