A long running debate in the marketing literature has focused on whether firm performance is driven primarily by competitive intensity or firm characteristics. This paper attempts to contribute to the debate by developing a conceptual framework, which comprises two components of competing views...

There is growing recognition that leveraging firm resources appears to be an essential precondition for securing a competitive position in the marketplace and also for creating value for the customer. In moving forward within the new dominant logic as espoused by Vargo and Lusch, with its focus...

Purpose The paper aims at providing insights into how market orientation and organisational culture together contribute to brand performance, shedding light on the nexus between innovative culture and market orientation, and examining the relative importance of innovative culture over market...

Purpose The purpose of this paper is to adopt a customer-centric value creation perspective to provideinsights into the contribution of business orientations, especially marketing orientation and innovationorientation to the creation of customer-centric value (customer equity and brand...

Purpose The goal of this paper is to investigate how market sensing (market orientation) and customer linking capabilities (service branding andcustomer empowerment capabilities) enable firms to achieve superiority in customer satisfaction.Design/methodology/approach To achieve this goal, a...