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

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.