Online from: 1987
Subject Area: Marketing
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|Title:||The Role of Competitive Analysis in Implementing a market Orientation|
|Author(s):||Daniel C. Smith, (Assistant Professor of Business at the University of Wisconsin-Madison, where he teaches Product and Price Strategy.), Jonlee Andrews, (Doctoral Candidate in Marketing at the University of Wisconsin-Madison, where she teaches Marketing Management and Retailing.), Timothy R. Blevins, (Received his M.B.A. from the University of Wisconsin-Madison and has consulted with a number of consumer service and product organizations.)|
|Citation:||Daniel C. Smith, Jonlee Andrews, Timothy R. Blevins, (1992) "The Role of Competitive Analysis in Implementing a market Orientation", Journal of Services Marketing, Vol. 6 Iss: 1, pp.23 - 36|
|Keywords:||Competition, Competitive advantage, Customer-oriented performance measures, Market orientation|
|DOI:||10.1108/08876049210035719 (Permanent URL)|
|Publisher:||MCB UP Ltd|
|Abstract:||Considers the importance of implementing a market orientation, highlighting the difficulty in focusing on competitors rather than customers. Offers an approach to competitive analysis taking into account the validity of both competitor and customer orientations. Argues that this type of method can help managers to maintain or build their position in relation to competition. Illustrates the stages involved in customer-based competitive analysis with a case example.|
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