The reinforcing effect of a firm's customer orientation and supply-base orientation on performance

Gerrit Willem Ziggers, Jörg Henseler

Research output: Contribution to journalArticleAcademicpeer-review

26 Citations (Scopus)

Abstract

Although the merits of maintaining strategic orientations such as customer orientation and supply-base orientation have been discussed in the literature, there is relatively little understanding of how these strategic orientations interrelate. Drawing on dynamic capability theory, this study examines how these strategic orientations, through the deployment of their underlying capabilities, are drivers of firm performance. Based on a cross-industry sample, the findings indicate that firm's customer orientation and supply-base orientation are complementary strategic assets that contribute to superior performance. The findings provide new insights regarding the interplay of different strategic orientations and the importance of capability deployment.
Original languageEnglish
Pages (from-to)18-26
JournalIndustrial marketing management
Volume52
Issue number1
DOIs
Publication statusPublished - 2016

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Strategic orientation
Customer orientation
Dynamic capabilities
Industry
Strategic assets
Firm performance

Keywords

  • METIS-315731
  • IR-99999

Cite this

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The reinforcing effect of a firm's customer orientation and supply-base orientation on performance. / Ziggers, Gerrit Willem; Henseler, Jörg.

In: Industrial marketing management, Vol. 52, No. 1, 2016, p. 18-26.

Research output: Contribution to journalArticleAcademicpeer-review

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AB - Although the merits of maintaining strategic orientations such as customer orientation and supply-base orientation have been discussed in the literature, there is relatively little understanding of how these strategic orientations interrelate. Drawing on dynamic capability theory, this study examines how these strategic orientations, through the deployment of their underlying capabilities, are drivers of firm performance. Based on a cross-industry sample, the findings indicate that firm's customer orientation and supply-base orientation are complementary strategic assets that contribute to superior performance. The findings provide new insights regarding the interplay of different strategic orientations and the importance of capability deployment.

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