Abstract
Despite years of scrupulous debate about market orientation and positioning, still these concepts, on their own, do not offer impressive firm performance (Siguaw, Brown, and Widing II 1994; Han, Kim, and Srivastava 1998; Kaynak and Kara 2004], unless they are employed synergistically with the aim of achieving long-term success (Porter 1996, 2001; Pelham 1997; Bigne, Vila-Lopez, and Kuster-Boluda 2000], This review paper fills this gap in the literature by attempting to find answers to two questions: What is the relationship between firm market orientation capability and firm positioning strategy? And what are the relationships between specific sub-market orientation strategy and individual sub-positioning strategy? The article sheds light on these issues within the context and aims to contribute to the debate.
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© 2016 Academy of Marketing Science
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Charles, B., Stavros, K., Kirsten, C., Jaywant, S. (2016). Market Orientation and Positioning Strategy: Review and Propositions. In: Plangger, K. (eds) Thriving in a New World Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24148-7_42
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DOI: https://doi.org/10.1007/978-3-319-24148-7_42
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-24146-3
Online ISBN: 978-3-319-24148-7
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