Strategic orientation of niche firms

Journal of Research in Marketing and Entrepreneurship

Volumn 12, Issue 2, 2010, Pages 108-121

  Toften, Kjell ^a   Hammervoll, Trond ^a  

^a UNIVERSITY OF TROMSØ   (Norway)

Author keywords

Fish (food); Market orientation; Marketing strategy; Niche marketing; Wines

Indexed keywords

EID: 84992964190     PISSN: 14715201     EISSN: 1471521X     Source Type: Journal    
DOI: 10.1108/14715201011090585     Document Type: Article

References (49)

1. Bowersox, D.J., Closs, D.J. and Cooper, M.B. (2007), Supply Chain Logistics Management, 2nd ed., Mc Graw-Hill/Irwin, Boston, MA.
2. Brady, M.K. and Cronin, J.J. Jr (2001), “Customer orientation – effects on customer service perceptions and outcome behaviors”, Journal of Service Research, Vol. 2 No. 3, pp. 241-251.
3. Bryman, A. and Bell, E. (2007), Business Research Methods, Oxford University Press, New York, NY.
4. Churchill, G.A. (1992), Basic Marketing Research, Dryden Press, Fort Worth, TX.
5. Dalgic, T. (1998), “Niche marketing principles: guerrillas versus gorillas”, Journal of Segmentation in Marketing, Vol. 2 No. 1, pp. 5-18.
6. Dalgic, T. (2006), “Introduction”, in Ed. Dalgic, T. (Ed.), Handbook of Niche Marketing, The Haworth Press, New York, NY, pp. 25-63 (referred to by Leeuw, M. (1997), Unpublished doctoral dissertation, Henley Management College, Henley).
7. Dalgic, T. and Leeuw, M. (1994), “Niche marketing revisited: concept, applications and some European cases”, European Journal of Marketing, Vol. 28 No. 4, pp. 39-55.
8. Despandé, R., Farley, J.U. and Webster, F. (1993), “Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis”, Journal of Marketing, Vol. 57 No. 1, pp. 23-27.
9. Diamantopoulos, A. and Cadogan, J.W. (1996), “Internationalizing the market orientation construct: an in-depth approach”, Journal of Strategic Marketing, Vol. 4 No. 1, pp. 23-52.
10. Edmunds, A. and Morris, A. (2000), “The problem of information overload in business organisations: a review of the literature”, International Journal of Information Management, Vol. 20 No. 1, pp. 17-28.
11. Eisenhardt, K.M. (1989), “Building theories from case study research”, Academy of Management Review, Vol. 14 No. 4, pp. 532-550.
12. Eng, T.-Y. and Quaia, G. (2009), “Strategies for improving new product adoption in uncertain environments: a selective review of the literature”, Industrial Marketing Management, Vol. 38 No. 3, pp. 275-282.
13. Freeman, F. and Cavusgil, S.T. (2007), “Toward a typology of commitment states among managers of born-global firms: a study of accelerated internationalization”, Journal of International Marketing, Vol. 15 No. 4, pp. 1-40.
14. Fugate, B., Sahin, F. and Mentzer, J.T. (2006), “Supply chain management coordination mechanisms”, Journal of Business Logistics, Vol. 27 No. 2, pp. 129-162.
15. Gatignon, H. and Xuereb, J.-M. (1997), “Strategic orientation of the firm and new product performance”, Journal of Marketing Research, Vol. 34 No. 1, pp. 77-90.
16. Ghosh, M. and John, G. (1999), “Governance value analysis and marketing strategy”, Journal of Marketing, Vol. 63, pp. 131-145.
17. Grinstein, A. (2008), “The relationship between market orientation and alternative strategic orientations: a meta analysis”, European Journal of Marketing, Vol. 42 Nos 1 / 2, pp. 115-134.
18. Gross, B.M. (1964), The Managing of Organizations: The Administrative Struggle, Free Press of Glencoe, New York, NY.
19. Gummesson, E. (2008), “Customer centricity: reality or a wild goose chase?”, European Business Review, Vol. 20 No. 4, pp. 315-330.
20. Hedaa, L. and Ritter, T. (2005), “Business relationships on different waves: paradigm shift and marketing orientation revisited”, Industrial Marketing Management, Vol. 34, pp. 714-721.
21. Hitt, M., Dacin, T., Taylor, B. and Park, D. (1997), “Understanding the differences in Korean and US executives' strategic orientations”, Strategic Management Journal, Vol. 18 No. 2, pp. 159-167.
22. Homburg, C., Wieseke, J. and Hoyer, W.D. (2009), “Social identity and service-profit chain”, Journal of Marketing, Vol. 73 No. 2, pp. 38-54.
23. Huang, M.-H. (2008), “The influence of selling behaviors on customer relationships in financial services”, International Journal of Service Industry Management, Vol. 19 No. 4, pp. 458-473.
24. Izquierdo, C.C. and Samaniego, M.J.G. (2007), “How alternative marketing strategies impact the performance of Spanish museums”, Journal of Management Development, Vol. 26 No. 9, pp. 809-831.
25. Kassinger, R. (2002), Build a Better Moustrap: Make Classic Inventions, Discover Your Problem Solving, Wiley, Hoboken, NJ, p. 1
26. Emerson, R.W. (1855), Works (Vol. VIII), in his “Journal” (1855) p, 528 (ed. 1912).
27. Kirca, A.H., Jayachandran, S. and Bearden, W.O. (2005), “Market orientation: a meta-analytic review and assessment of its antecedents and impact on performance”, Journal of Marketing, Vol. 69, pp. 24-41.
28. Kohli, A. and Jaworski, B.J. (1990), “Market orientation: the construct, research propositions, and managerial implications”, Journal of Marketing, Vol. 54, pp. 1-18.
29. Kotler, P. (1991), “From mass marketing to mass customization”, Planning Review, September/October, pp. 11-47.
30. Larson, A. (1992), “Network dyads in entrepreneurial settings: a study of the governance of exchange relations”, Administrative Science Quarterly, Vol. 37, pp. 76-104.
31. Levitt, T. (1960), “Marketing myopia”, Harvard Business Review, Vol. 38 No. 4, pp. 45-56.
32. Lienhard, J.H. (2003), Inventing Modern: Growing up with X-Rays, Skyscrapers, and Tailfins, Oxford University Press, Oxford.
33. Linneman, E.R. and Stanton, L.J. (1991), Making Niche Marketing Work, Mc Graw-Hill, New York, NY.
34. Liu, S.S., Luo, X. and Shi, Y.-Z. (2002), “Integrating customer orientation, corporate entrepreneurship, and learning orientation in organizations-in-transition: an empirical study”, International Journal of Research in Marketing, Vol. 19, pp. 367-382.
35. Mc Auley, A. (1993), “The perceived usefulness of export information sources”, European Journal of Marketing, Vol. 27 No. 10, pp. 52-64.
36. Marshall, C. and Rossman, G.B. (1995), Designing Qualitative Research, Sage, London.
37. Miles, M.B. and Huberman, A.M. (1994), Qualitative Data Analysis, Sage, London.
38. Narus, J.A. and Anderson, J.C. (1986), “Turn your industrial distributors into partners”, Harvard Business Review, Vol. 64, pp. 66-71.
39. Narver, J. and Slater, S. (1990), “The effect of market orientation on business profitability”, Journal of Marketing, Vol. 54, pp. 20-35.
40. Rosenbloom, B. and Andras, T.L. (2008), “Wholesalers as global marketers”, Journal of Marketing Channels, Vol. 15 No. 4, pp. 235-252.
41. Sheth, J.N., Sisodia, R.S. and Sharma, A. (2000), “The antecedents and consequences of customer-centric marketing”, Journal of the Academy of Marketing Science, Vol. 29 No. 1, pp. 55-66.
42. Timmons, J.A. (2004), “Opportunity recognition”, in Ed. Bygrave, W.D. and Ed. Zacharakis, A. (Eds), The Portable MBA in Entrepreneurship, Wiley, Hoboken, NJ.
43. Toffler, A. (1970), Future Shock, Random House, New York, NY.
44. Toften, K. and Hammervoll, T. (2009), “Niche firms and marketing strategy: an exploratory study of seafood exporters”, European Journal of Marketing, Vol. 43 Nos 11 / 12, pp. 1378-91.
45. Toften, K. and Hammervoll, T. (2010), “Niche marketing and strategic capabilities: an exploratory study of specialised firms”, Marketing Intelligence & Planning, Vol. 28 No. 6, pp. 736-753.
46. Voss, G.B. and Voss, Z.G. (2000), “Strategic orientation and firm performance in an artistic environment”, Journal of Marketing, Vol. 64, pp. 67-83.
47. Williamson, O.E. (1985), The Economic Institutions of Capitalism, The Free Press, New York, NY.
48. Wiseke, J., Ullrich, J., Christ, O. and van Dick, R. (2007), “Organizational identification as a determinant of customer orientation in service organizations”, Marketing Letters, Vol. 18 No. 4, pp. 265-278.
49. Anderson, E. and Weitz, B. (1992), “The use of pledges to build and sustain commitment in distribution channels”, Journal of Marketing Research, Vol. 29, pp. 18-34.