Linking brand and competitive advantage: The mediating effect of positioning and market orientation

The literature review thus far has indicated numerous studies have examined the relationship between market orientation (MO)and competitive advantage (CA)leading to greater organizational performance. A substantial number of studies on strategic management orientations have shown significant relationships between MO and organizational performance but direct contribution of CA is still lacking in consensus. Thispaper reviews the literature on the influence of market orientation (MO) towards competitive advantage and the mediating effect of quality assurance in public higher education institutions (PHEIs). The reviews specify that market orientation as the marketing strategic platformis likely to achieve superior value in gaining and sustaining competitive advantage however, within the context of PHEIs such relationships are still inconclusive. Quality assurance (QA) is postulated to have amediating effect in the suggested framework of market orientation and competitive advantage. As QA is becoming a critical factor in the knowledge-based society, thisvariable needs to be explored further in the context of higher education.Thus, the aim of this paper is to accumulate existing literature in the investigationof the relationship between MO and CA as well as the effect of QA towards the performance of PHEIs based on non-financial dimensions.

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The mediating effect of agility at relationship between market orientation and marketing performance

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v13i1.5835 ◽

2020 ◽

Vol 13 (1) ◽

pp. 65

Author(s):

Lutfi Nurcholis

Keyword(s):

Competitive Advantage ◽

Market Orientation ◽

Mediating Effect ◽

Sustainable Competitive Advantage ◽

Marketing Performance ◽

Research Gap ◽

The Relationship ◽

A Company

<a name="_Hlk23623753"></a>Market orientation is a way for companies to focus on customers so that customers continue to buy company products. Agility is an important ability of a company to increase a sustainable competitive advantage. This study was conducted based on the decline in batik sales in Pekalongan and the existence of a research gap on the relationship between market orientation and marketing performance. This paper aims to test empirically the mediating effect of agility on the relationship between market orientation and marketing performance. Data were collected from 190 SMEs in Pekalongan. The result shows that market orientation significantly affects agility and marketing performance, and agility significantly affects marketing performance. Furthermore, agility mediates the correlation between market orientation and marketing performance. The Marketing performance of Batik SMEs can be improved by developing market orientation and agility simultaneously. The role of market orientation in improving marketing performance will be more effective if it is done indirectly through agility.

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Strategic Innovation, Market Orientation Toward SMEs Performance In Indonesia Mediated by Competitive Advantage

Restaurant Business ◽

10.26643/rb.v118i4.7208 ◽

2019 ◽

Vol 118 (4) ◽

pp. 35-44

Author(s):

Mohammad Mabrur Taufik ◽

Surachman ◽

Mintarti Rahayu ◽

Ananda Sabil Huesein

Keyword(s):

Competitive Advantage ◽

Market Orientation ◽

Positive Correlation ◽

Purposive Sampling ◽

Strategic Innovation ◽

Equation Modelling

This research applied sctructural equation modelling (SEM-AMOS) withtotal of 126 respondentsowners of SMEs in Indonesia. Metodhs used is non probability purposive sampling. Conclusion of this research were: market orientation and startegic innovationhave positive correlationstoward SMEs' performancein Indonesia; secondly: market orientation and strategic innovation have no positive correlation toward SMEs' performance in Indonesia mediated by competitive advantge which contradicted previous reserach (Taufik, 2018).

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Revisiting the Mediating Effect between Market Orientation and New Product Innovation Performance: Competitive Intensity and Sensemaking as Moderator

2020 International Conference on Big Data Economy and Information Management (BDEIM) ◽

10.1109/bdeim52318.2020.00053 ◽

2020 ◽

Author(s):

Qu Yan

Keyword(s):

Market Orientation ◽

Product Innovation ◽

New Product ◽

Innovation Performance ◽

Mediating Effect ◽

Competitive Intensity ◽

New Product Innovation

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Could CSR improve the financial performance of developing countries’ firms? Analyses of mediating effect of intangible resources

European Business Review ◽

10.1108/ebr-09-2019-0236 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mohamed Hamdoun ◽

Mohamed Akli Achabou ◽

Sihem Dekhili

Keyword(s):

Developing Countries ◽

Human Capital ◽

Financial Performance ◽

Competitive Advantage ◽

Mediating Effect ◽

Social Dimension ◽

Content Type ◽

Intangible Resources ◽

The Impact

Purpose This paper aims to examine the link between corporate social responsibility (CSR) and financial performance in the context of developing countries. More specifically, the mediating role of a firm’s competitive advantage and intangible resources, namely, human capital and reputation are studied. Design/methodology/approach The study considered a sample of 100 Tunisian firms. The analysis makes use of the structural equation modelling method to explore the relationship between CSR and financial performance, by including mediator variables. Findings The results confirm that CSR has no significant direct effect on financial performance. In particular, they indicate that the social dimension of CSR has a negative impact on performance. However, CSR does have a positive impact on competitive advantage via the two intangible resources considered, human capital and company reputation. Research limitations/implications The research fills a gap that occurred in the previous literature. In effect, previous studies focussed only on the direct link between CSR and financial performance. In addition, it enriches the limited literature on CSR strategies in the context of developing countries. However, further studies should explore the opposite relationship, i.e. the impact of financial performance on CSR strategy. In addition, the authors believe that amongst other potential research avenues, it would be interesting to study the moderating role of the activity sector. Practical implications From a practical point of view, this study suggests new applications with respect to the link between CSR and financial performance. To enhance their company’s financial performance, managers need to ensure that intangible resources are managed efficiently. Originality/value The paper contributes to the literature by examining how a firm’s intangible resources mediate between CSR and competitive advantage and how competitive advantage mediates between intangible resources and financial performance. Second originality is related to the study of the link between CSR and the financial performance of business organisations in the context of a developing country.

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A Theoretical Framework on Market Orientation-firm Performance Linkage in Textile Processing Industry: Mediating Effect of Entrepreneurial Orientation

Webology ◽

10.14704/web/v18si03/web18039 ◽

2021 ◽

Vol 18 (Special Issue 03) ◽

pp. 261-273

Author(s):

Dibyendu Pal ◽

Kumar Shalender

Keyword(s):

Firm Performance ◽

Organizational Performance ◽

Conceptual Model ◽

Market Orientation ◽

Entrepreneurial Orientation ◽

Mediating Effect ◽

Textile Processing ◽

Processing Industry ◽

Relationship Of ◽

The Relationship

The objective of this theoretical paper is to explore the relationship of market orientation (MO) and organizational performance in the context of Indian textile processing industry. The study also aims to construct a conceptual model which can hypothesize the relationship between market orientation, firm performance, and entrepreneurial orientation (EO). The conceptual model is drawn with the help of extant literature review of studies conducted by various authors in the area of market orientation and entrepreneurial orientation. The study presents a model depicting the inter-relationship among MO, EO and firm performance. The proposed model also propounds that the relationship between market orientation and firm performance is mediated by entrepreneurial orientation. This work will be helpful for different stakeholders of textile processing industry to understand the importance of MO and EO and their impact on the performance of the organization. Also, the proposed conceptual model showing inter-relationship among MO, EO and firm performance is an addition to the existing pool of knowledge.

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The mediating effect of knowledge exploitability and organizational agility on the relationship between marketing adaptation strategy and sustainable competitive advantage

Contaduría y Administración ◽

10.22201/fca.24488410e.2020.2393 ◽

2019 ◽

Vol 66 (1) ◽

pp. 231

Author(s):

Lutfi Nurcholis

Keyword(s):

Competitive Advantage ◽

Adaptation Strategy ◽

Mediating Effect ◽

Sustainable Competitive Advantage ◽

Organizational Agility ◽

The Relationship

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Gestão do Conhecimento e Orientação para o Mercado como Fonte de Vantagem Competitiva: uma survey em empresas do sul do Brasil (Knowledge Management and Market Orientation as a Source of Competitive Advantage: a survey on companies in southern Brazil)

Gestão org ◽

10.51359/1679-1827.2021.240834 ◽

2021 ◽

Vol 19 (1) ◽

Author(s):

Eliana Andréa Severo ◽

Julio Cesar Ferro de Guimarães ◽

Arícia Morais de Medeiros ◽

Ênio Vinicius Baracho Eduardo ◽

Robson Da Silva Alves ◽

...

Keyword(s):

Knowledge Management ◽

Competitive Advantage ◽

Market Orientation ◽

Southern Brazil

A globalização e a turbulência de mercado exigem que as organizações busquem estratégias para a vantagem competitiva. Neste contexto, a gestão do conhecimento visa a criação, transferência e circulação do conhecimento nas organizações, bem como o investimento no capital intelectual. No entanto, a orientação para o mercado defende uma cultura orientada para o cliente, a fim de oferecer-lhes produtos de maior valor agregado de forma eficiente e efetiva. Perante o exposto, este estudo tem como objetivo analisar a influência da gestão do conhecimento e da orientação para o mercado sobre a vantagem competitiva em 426 empresas de comércio e serviços do Sul do Brasil. A metodologia utilizada tratou-se de uma pesquisa quantitativa, por meio da análise fatorial exploratória e regressão linear múltipla. Os resultados destacam que tanto a gestão do conhecimento, como a orientação para o mercado estão positivamente relacionadas com a vantagem competitiva.

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The Equilateral Agility Concept as Mediating Variable in Relationship between IT-Strategy Alignment and Sustainable Competitive Advantage

Jurnal Dinamika Manajemen ◽

10.15294/jdm.v10i2.21052 ◽

2020 ◽

Vol 10 (2) ◽

pp. 240-255

Author(s):

Lutfi Nurcholis

Keyword(s):

Competitive Advantage ◽

Structural Equation ◽

Mediating Effect ◽

Equation Modeling ◽

It Strategy ◽

Sustainable Competitive Advantage ◽

Business Relationship ◽

Operational Flexibility ◽

Business Decision ◽

Strategy Alignment

This paper aims to investigate the effect of IT-strategy alignment, responsiveness, operational flexibility, and business relationship on sustainable competitive advantage and the mediating effect of responsiveness, operational flexibility, and business relationship in relationships between IT-strategy alignment and sustainable competitive advantage. Data were collected from 189 Batik SME in Pekalongan and analyzed by using Structural Equation Modeling (SEM). The result shows that IT-strategy alignment significantly affects responsiveness. Responsiveness, operational flexibility, and also business relationship significantly affect sustainable competitive advantage. Furthermore, responsiveness, operational flexibility, and business relationship mediate the correlation of IT-strategy alignment and sustainable competitive advantage. Responsiveness, operational flexibility, and business relationship have the confidence and value that puts customers on every business decision. It encourages Batik SME to improve the sustainable competitive advantage based on the customers’ expectations. IT-strategy alignment is essential to enhance responsiveness, operational flexibility, and business to gain a sustainable competitive advantage. That IT-strategy alignment can improve the sustainable competitive advantage of the Batik SME.

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Antecedents of strategic thinking and its impact on competitive advantage

Journal of Indian Business Research ◽

10.1108/jibr-08-2020-0262 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Shubham Dixit ◽

Shiwangi Singh ◽

Sanjay Dhir ◽

Swati Dhir

Keyword(s):

Knowledge Management ◽

Competitive Advantage ◽

Direct Effect ◽

Corporate Culture ◽

Structural Equation ◽

Strategic Thinking ◽

Mediating Effect ◽

Content Type ◽

Modelling Methodology ◽

The Impact

Purpose This study aims to identify the antecedents of strategic thinking and its relationship with competitive advantage. Further, this study analyses the mediating effect of strategic thinking between its antecedents and competitive advantage. Design/methodology/approach A self-reported questionnaire with 51 questions was floated among 220 professionals from various industries in India. The response was analysed using the partial least squares-structural equation modelling methodology using SmartPLS software. Findings The direct effect of creativity, corporate culture and knowledge management are established with strategic thinking, as well as a competitive advantage. Also, the study finds a significant relationship between strategic thinking and competitive advantage. The study finds no mediation (direct effect) in the case of creativity, corporate culture and knowledge management. Further, no mediation (no relationship) is found in the case of vision. Practical implications Business must start adopting strategic thinking practices in their decision-making process to create a competitive advantage. Further, the influence of corporate culture, creativity and knowledge management on strategic thinking highlights their importance. Originality/value The study establishes the impact of antecedents of strategic thinking on competitive advantage. The study highlights the importance of other factors along with strategic thinking for achieving competitive advantage.

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