Market orientation, positioning strategy and brand performance

被引：98

作者：

Iyer, Pramod ^{[1
]}

Davari, Arezoo ^{[2
]}

Zolfagharian, Mohammadali ^{[3
]}

Paswan, Audhesh ^{[4
]}

机构：

[1] Univ Texas Rio Grande Valley, Brownsville, TX 78520 USA

[2] Eastern Washington Univ, Cheney, WA 99004 USA

[3] Bowling Green State Univ, Bowling Green, OH 43403 USA

[4] Univ North Texas, Denton, TX 76203 USA

来源：

INDUSTRIAL MARKETING MANAGEMENT | 2019年 / 81卷

关键词：

B2B brands; Brand positioning; Proactive market orientation; Responsive market orientation; Brand performance; RESOURCE-BASED VIEW; COMPETITIVE STRATEGIES; GOVERNANCE STRUCTURE; FIRM PERFORMANCE; CAPABILITIES; MANAGEMENT; INNOVATION; ADVANTAGE; SERVICE; IMPACT;

D O I：

10.1016/j.indmarman.2018.11.004

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

As the importance of B2B branding increases, literature has received considerable attention in the recent years. An underexplored area in B2B branding revolves around brand positioning and its antecedents. Towards this end, this study links market orientation (proactive and responsive) with the various positioning strategies. Specifically, we extend the extant literature by (1) exploring the possible connections (and alignments thereof) between market orientation types and brand positioning, and (2) examining the effects of these positioning strategies on brand performance. Based on data collected from individuals responsible for managing B2B brands in various industries, this study finds that both proactive and responsive market orientation types support the development of specific positioning strategies. These positioning strategies, in turn, mediate the relationship between market orientation types and brand performance. Implications for researchers and practitioners are provided.

引用

页码：16 / 29

页数：14

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