The Effect of Strategic Orientation on Market Performance of Hotels: Empirical Evidence from the Saudi Arabia Hospitality Industry

Authors

  •   Udjo Eseroghene Franklin Assistant Professor, Al- Faisal University, Prince Sultan College of Tourism and Business, Abha
  •   Amer Hani Al-Kassem Assistant Profesor, Al-Faisal University, Prince Sultan College of Tourism and Business, Abha

Keywords:

Customer Orientation, Competitor Orientation, Market Share, Market Performance, Hotels.

Abstract

Conclusions reached from previous studies on the effect of strategic orientation on market performance of organizations tend to converge on the notion that the customer orientation perspective is the sole effective approach to improving market performance of organizations. This study contends that this standpoint is questionable because most of the previous studies derived their conclusions based on a one-sided view of the overall strategic orientation picture. This study focusing on the hotels in the Saudi Arabia hospitality industry took a holistic examination of the subject matter. The study finds that: (a) Being customer oriented partially improves the market performance of the hotels in the Saudi Arabian hospitality industry; (b) Being competitor oriented partially improves the market performance of the hotels in the Saudi Arabian hospitality industry; and (c) Using hybrid components of the customer and competitor orientations partially improve market performance of the hotels in the Saudi Arabian hospitality industry.

Downloads

Download data is not yet available.

Downloads

Published

2012-04-01

How to Cite

Franklin, U. E., & Al-Kassem, A. H. (2012). The Effect of Strategic Orientation on Market Performance of Hotels: Empirical Evidence from the Saudi Arabia Hospitality Industry. Indian Journal of Marketing, 42(4), 10–15. Retrieved from https://indianjournalofmarketing.com/index.php/ijom/article/view/37495

Issue

Volume 42, Issue 4, April 2012

Section

Articles

References

Armstrong, J., and Collopy F. (1996) . “Competitor Orientation: Effects of Objectives and Information on Managerial Decisions and Profitabilityâ€. Journal of Marketing Research, Volume 33, Issue 2, pp. 188-199.

Cabs, 2010, United States Energy Information Administration on Saudi Arabia, accessed on July 21, 2010, http://www.eia.doe.gov/emeu/aer/pdf/pdf/pages/sec11_10.pdf.

Christensen, C., and Bower J. (1995). “Disruptive technologies: Catching the Waveâ€. Harvard Business Review, Volume 73, Issue 1, January-February, pp. 43-53.

Day, G.(1994).“The Capabilities of Market Driven Organizationsâ€. Journal of Marketing, Volume 58, Issue 4 (October), pp. 37-52.

Day, G., and Nedungadi P. (1994). “Managerial representations of Competitive Advantageâ€. Journal of Marketing, Volume 58, Issue 2, pp. 31-44.

Deng, S., and Dart J. (1994). “Measuring Market Orientation: A Multi- Factor, Multi-Item Approachâ€. Journal of Marketing Management, Volume10, Issue 8, pp. 725-742.

Deshpande, R., Farley J., and Webster F. (1993). “Corporate Culture, Customer Orientation, and innovativeness in Japanese Firmsâ€. Journal of Marketing, Volume 57, Issue 1, pp. 23-37.

Diwan, S., Jain M.( 2009). “Brand Positioning: The Unbeatable Weapon in Present Marketing Scenarioâ€. Indian Journal of Marketing, Volume 39, Number 4, p. 9.

Fritz, W. (1996). "Market Orientation and Corporate Success: Findings from Germany". European Journal of Marketing, Volume 30, Issue 8, pp. 59-74.

Gatignon, H., and Xuereb J. (1997). “Strategic Orientation of The Firm and New Product Performanceâ€. Journal of Marketing Research, Volume 34, Issue 1, pp. 77-90.

Greenley, G., and Foxall G. (1998). “External Moderation of Associations Among Stakeholder Orientation and Company Performanceâ€. International Journal of Research in Marketing, Volume 15, Issue 1, pp. 51-69.

Greyser, S. (1997). “Janus and marketing: The Past, Present, Prospective Future of Marketing: In Reflection on the Futures of Marketingâ€. Lehman, D.R and K. Jocz, Eds Cambridge MA: Marketing Science Institute, Volume 55, Issue 4 , pp. 3-14.

Han, J., Kim, N., and Srivastava R. (1998). “Market Orientation and Innovation Performance: Is innovation a Missing Link?†. Journal of Marketing, Volume 62, Issue 4 , pp. 30-45.

Hurley, R., and Hult T. (1998). “Innovation, Market Orientation, and Organization Learning: An Integration and Empirical Examinationâ€. Journal of Marketing, Volume 62 , Issue 3, Summer, pp. 42-53.

Kohli, A., and Jaworski B.(1990). “Market Orientation: The Construct, Research Propositions and Managerial Implicationsâ€. Journal of Marketing, Volume 54, Issue 2, April, pp. 1-18.

Lynn, M., and Spiro R. (1998). “The Marketing Concept in Perspective†. Business Horizons, Volume 31, Issue 3, May-June, pp. 40-45.

Narver, J., and Slater S. (1990). “The Effect of Market Orientation on Business Profitabilityâ€. Journal of Marketing, Volume 54, Issue 4, October, pp. 20-35.

Porter M.(1985). “Technology and competitive Advantageâ€. Journal of Business Strategy, Volume 5, Issue 3, pp. 60-78.

Ries, A., and Trout J. (1986). “Marketing Warfareâ€. Journal of Consumer Marketing, Volume 3, Issue 4, pp. 77-82.

Udjo, E.(2008).“Strategic Marketing Planning Formalization and Market Performance: A Study of the Austrian Food and Beverages Industryâ€, Thesis, BOKU-University of Natural Resources and Applied Life Sciences, Vienna, Austria, pp. 33- 41.

Voss, G., and Voss Z. (2000). “Strategic Orientation and Firm Performance in an Artistic Environmentâ€. Journal of Marketing, Volume 64, Issue 1, pp. 67-83.