Conference Proceedings

Information-Based Imitation as an Alternative Link between Market Orientation and Firm Performance

Daiane Scaraboto

American Marketing Association | Published : 2009

Abstract

A key insight from the marketing strategy literature is the role of innovation as a mediator of the relationship between market orientation and firm performance (DeLuca and Gima 2007; Zou, Yim, and Tse 2005). Previous studies have found that innovation is enhanced by market orientation due to the propensity of market oriented firms to continuously and proactively focus on meeting and answering customers’ needs (Kirca, Jayachandran, and Bearden 2005). A complementary but less explored perspective focuses on imitation as a plausible, rational, and profitable option to increase firm performance (Zhou 2006). Many researchers have suggested that we know little about the impact of imitation in ma..

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University of Melbourne Researchers