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Journal of Strategic Marketing Volume 21, 2013 - Issue 6
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A review of the relationships and impact of market orientation and market positioning on organisational performance

Charles BlanksonDepartment of Marketing and Logistics, University of North Texas, College of Business, Denton, TX, USA
,
Kirsten CowanDepartment of Marketing and Logistics, University of North Texas, College of Business, Denton, TX, USACorrespondence[email protected]
,
John CrawfordDepartment of Marketing and Logistics, University of North Texas, College of Business, Denton, TX, USA
,
Stavros KalafatisDepartment of Marketing and Strategic Management, Kingston University, Kingston University Business School, Kingston upon Thames, UK
,
Jaywant SinghDepartment of Marketing and Strategic Management, Kingston University, Kingston University Business School, Kingston upon Thames, UK
&
Stanley CoffieGhana Institute of Management and Public Administration, GIMPA, Accra, Ghana
Pages 499-512 | Received 30 Nov 2012, Accepted 09 May 2013, Published online: 08 Jul 2013

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Paul Mensah Agyei, Chei Bukari & Nathaniel Amoah. (2023) Market orientation of entrepreneurial university distance education and sustainable competitive advantage relationships: The mediating role of employee engagement. Cogent Social Sciences 9:1.
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Dominic Buccieri, Rajshekhar (Raj) G. Javalgi & Andrew Gross. (2023) Innovation and differentiation of emerging market international new ventures the role of entrepreneurial marketing. Journal of Strategic Marketing 31:3, pages 549-577.
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Anne-Maree O’Rourke, François A. Carrillat & Paul Z. Wang. (2022) Is brand differentiation necessary for success? The role of purchase goal and confidence in the brand’s position. Journal of Marketing Management 38:3-4, pages 369-397.
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Stanley Coffie, Charles Blankson & Samuel Ato Dadzie. (2020) A review and evaluation of market orientation research in an emerging African economy. Journal of Strategic Marketing 28:7, pages 565-582.
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Charles Blankson & Julius A. Nukpezah. (2019) Market orientation and poverty reduction: A study of rural microentrepreneurs in Ghana. Africa Journal of Management 5:4, pages 332-357.
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Lalit Manral & Kathryn R. Harrigan. (2018) Corporate advantage in customer-centric diversification. Journal of Strategic Marketing 26:6, pages 498-519.
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Simon M’zungu, Bill Merrilees & Dale Miller. (2017) Strategic hybrid orientation between market orientation and brand orientation: guiding principles. Journal of Strategic Marketing 25:4, pages 275-288.
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Mahmoud Abdulai Mahmoud. (2016) Sustainable market orientation: a competitive strategic tool in an emerging economy context. Journal of Strategic Marketing 24:7, pages 635-654.
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Stanley Coffie. (2016) An Exploration of Managerial Views on Positioning Services in Ghana. Journal of African Business 17:3, pages 360-376.
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Damianos Giannakis & Michael J. Harker. (2014) Strategic alignment between relationship marketing and human resource management in financial services organizations. Journal of Strategic Marketing 22:5, pages 396-419.
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Articles from other publishers (12)

Linda Narh, Raphael Odoom, Mahmoud Abdulai Mahmoud & Ernest Yaw Tweneboah-Koduah. (2023) The symbiotic effect of market orientation and brand orientation on performance of service firms in Ghana. Journal of Brand Management 30:4, pages 318-332.
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Jusni Jusni, Andi Aswan, Muhammad Hakimi Mohd Shafiai, Gunawan Baharuddin & Riandha Ridho Hafizh Thaha. (2023) Key competitiveness of Indonesian small wooden furniture business. Innovative Marketing 19:1, pages 59-71.
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Saniye YILDIRIM ÖZMUTLU. (2021) PAZAR YÖNELİMLİ FİRMALARIN STRATEJİK SEÇİMLERİ VE İHRACAT PERFORMANSI İLİŞKİSİ: ULUSLARARASI LOJİSTİK FİRMALARI ÜZERİNE BIR ARAŞTIRMA. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi 11:4, pages 2063-2079.
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Natasha Saqib. (2020) Positioning – a literature review. PSU Research Review 5:2, pages 141-169.
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Jawad Hussain, Palwasha Bibi, Ashfaq Ahmad & Hazrat Bilal. (2021) Disintegrated Market Orientation and Firm Performance: Moderating Effect of Entrepreneurial Orientation. Journal of Accounting and Finance in Emerging Economies 7:1, pages 155-168.
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Pramod Iyer, Arezoo Davari, Saurabh Srivastava & Audhesh K. Paswan. (2020) Market orientation, brand management processes and brand performance. Journal of Product & Brand Management 30:2, pages 197-214.
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Inayat Ullah & Rakesh Narain. (2020) The Impact of Customer Relationship Management and Organizational Culture on Mass Customization Capability and Firm Performance. International Journal of Customer Relationship Marketing and Management 11:3, pages 60-81.
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Pramod Iyer, Arezoo Davari, Mohammadali Zolfagharian & Audhesh Paswan. (2019) Market orientation, positioning strategy and brand performance. Industrial Marketing Management 81, pages 16-29.
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Tamara Jovanov, Elenica Sofijanova, Ljupco Davcev, Riste Temjanovski & Goran Mitev. 2019. Eurasian Business Perspectives. Eurasian Business Perspectives 389 408 .
Mahmoud Abdulai Mahmoud, Charles Blankson & Robert E. Hinson. (2017) Market orientation and corporate social responsibility: towards an integrated conceptual framework. International Journal of Corporate Social Responsibility 2:1.
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Robert Ebo Hinson, Ibn Kailan Abdul-Hamid & Ellis L.C. Osabutey. (2017) Investigating market orientation and positioning in star-rated hotels in Ghana. International Journal of Contemporary Hospitality Management 29:10, pages 2629-2646.
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Sandra Luxton, Mike Reid & Felix Mavondo. (2017) IMC capability: antecedents and implications for brand performance. European Journal of Marketing 51:3, pages 421-444.
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