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Firm survival through a crisis : the influence of market orientation, marketing innovation and business strategy

Naidoo, Vikash 2010, Firm survival through a crisis : the influence of market orientation, marketing innovation and business strategy, Industrial marketing management, pp. 1311-1320, doi: 10.1016/j.indmarman.2010.02.005.

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Title Firm survival through a crisis : the influence of market orientation, marketing innovation and business strategy
Author(s) Naidoo, Vikash
Journal name Industrial marketing management
Start page 1311
End page 1320
Publisher Elsevier
Place of publication New York, N.Y.
Publication date 2010-03-07
ISSN 0019-8501
1873-2062
Keyword(s) innovation
market orientation
China
SMEs
Summary As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of operating under the current economic conditions. A conceptual model linking market orientation, marketing innovation, competitive advantage and firm survival is tested using structural equation modelling. Three key findings are derived. First, the examined Chinese manufacturing SMEs had a greater perceived likelihood of survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and sustaining competitive advantages based on differentiation and cost leadership strategies. Third, marketing innovation capabilities improved when the examined manufacturing SMEs were competitor oriented and had good inter-functional capabilities.
Language eng
DOI 10.1016/j.indmarman.2010.02.005
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2010, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30028578

Document type: Journal Article
Collection: Office of the Deputy Vice-Chancellor Research
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Created: Wed, 12 May 2010, 09:45:48 EST by Rachael Wilson

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