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Article: Customer orientation or competitor orientation: Which marketing strategy has a higher payoff for hotel brands?

TitleCustomer orientation or competitor orientation: Which marketing strategy has a higher payoff for hotel brands?
Authors
KeywordsBrand
Competitor Orientation
Customer Orientation
Global
Hotel
Market Orientation
Marketing Strategy
Performance
Issue Date2009
PublisherSage Publications, Inc.. The Journal's web site is located at http://www.sagepub.com/journalsProdDesc.nav?prodId=Journal201681
Citation
Cornell Hospitality Quarterly, 2009, v. 50 n. 1, p. 19-28 How to Cite?
AbstractThis study of hotels representing thirty-seven brands from fifty-six countries uncovers the market conditions under which investing resources in specific market strategies leads to higher performance. Specifically, the authors identified, for the first time in an international context, the circumstances under which customer orientation (acquisition, satisfaction, and retention of customers) alone has a higher payoff or when simply investing resources on competitor orientation (monitoring, managing, and outflanking competitors) alone is the better strategy. An additional interesting twist, not shown before to the authors' knowledge, is that in the cases where a customer-based strategy has a higher payoff, focusing on competitors diminishes performance. Similarly, in a market where competitor-based strategy has a higher payoff, a customer focus lowers performance. © 2009 Cornell University.
Persistent Identifierhttp://hdl.handle.net/10722/178028
ISSN
2015 Impact Factor: 2.408
2015 SCImago Journal Rankings: 1.862
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorDev, Cen_US
dc.contributor.authorZhou, ZKen_US
dc.contributor.authorBrown, Jen_US
dc.contributor.authorAgarwal, Sen_US
dc.date.accessioned2012-12-19T09:41:36Z-
dc.date.available2012-12-19T09:41:36Z-
dc.date.issued2009en_US
dc.identifier.citationCornell Hospitality Quarterly, 2009, v. 50 n. 1, p. 19-28en_US
dc.identifier.issn1938-9655en_US
dc.identifier.urihttp://hdl.handle.net/10722/178028-
dc.description.abstractThis study of hotels representing thirty-seven brands from fifty-six countries uncovers the market conditions under which investing resources in specific market strategies leads to higher performance. Specifically, the authors identified, for the first time in an international context, the circumstances under which customer orientation (acquisition, satisfaction, and retention of customers) alone has a higher payoff or when simply investing resources on competitor orientation (monitoring, managing, and outflanking competitors) alone is the better strategy. An additional interesting twist, not shown before to the authors' knowledge, is that in the cases where a customer-based strategy has a higher payoff, focusing on competitors diminishes performance. Similarly, in a market where competitor-based strategy has a higher payoff, a customer focus lowers performance. © 2009 Cornell University.en_US
dc.languageengen_US
dc.publisherSage Publications, Inc.. The Journal's web site is located at http://www.sagepub.com/journalsProdDesc.nav?prodId=Journal201681en_US
dc.relation.ispartofCornell Hospitality Quarterlyen_US
dc.subjectBranden_US
dc.subjectCompetitor Orientationen_US
dc.subjectCustomer Orientationen_US
dc.subjectGlobalen_US
dc.subjectHotelen_US
dc.subjectMarket Orientationen_US
dc.subjectMarketing Strategyen_US
dc.subjectPerformanceen_US
dc.titleCustomer orientation or competitor orientation: Which marketing strategy has a higher payoff for hotel brands?en_US
dc.typeArticleen_US
dc.identifier.emailZhou, ZK: kevinz@hkucc.hku.hken_US
dc.identifier.authorityZhou, ZK=rp01127en_US
dc.description.naturelink_to_subscribed_fulltexten_US
dc.identifier.doi10.1177/1938965508320575en_US
dc.identifier.scopuseid_2-s2.0-59649105501en_US
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-59649105501&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume50en_US
dc.identifier.issue1en_US
dc.identifier.spage19en_US
dc.identifier.epage28en_US
dc.identifier.isiWOS:000262872100005-
dc.publisher.placeUnited Statesen_US
dc.identifier.scopusauthoridDev, C=6603490575en_US
dc.identifier.scopusauthoridZhou, ZK=7202914654en_US
dc.identifier.scopusauthoridBrown, J=7409450669en_US
dc.identifier.scopusauthoridAgarwal, S=35434647600en_US

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