Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 495858
Title How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments
Author(s) Frambach, R.T.; Fiss, P.C.; Ingenbleek, P.T.M.
Source Journal of Business Research 69 (2016)4. - ISSN 0148-2963 - p. 1428 - 1436.
Department(s) Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) Configurational theory - Customer orientation - Fuzzy set qualitative comparative analysis - Fuzzy sets - Market orientation - Strategic orientations - Strategy type

Prior literature suggests that customer orientation interacts with other strategic factors, but yields mixed effects in terms of performance outcomes. In addition, capturing performance outcomes of complex systems of interdependencies using commonly employed methods, such as regression models, is often difficult. Thus, this study employs a configurational approach, using fuzzy set Qualitative Comparative Analysis (fs/QCA), to analyze the constellations of different strategic orientations, strategy types, and market conditions that yield superior performance. The study finds no evidence of high-performing configurations without customer orientation and shows that highly performing firms configure themselves around their customer orientation in three different ways. The results have implications for market orientation theory as well as for configurational and (marketing) strategy research in general.

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