Competitive positioning and market orientation: two interrelated constructs

Abstract

Aims to interrelate two lines of research: market orientation and strategic groups identification. Suggests that degree of market orientation of an enterprise should be connected to its competitive strategy and, also, to its final levels of performance. Identifies, in a highly competitive Spanish sector, groups of homogeneous enterprises with regard to their market orientation degree to see if the identified groups differ significantly in the competitive strategy mainly followed by their members and, also, in their economic profile. Uses cluster methodology and the analysis of variance. Also applies multidimensional scaling to visually represent the position of each enterprise in a perceptual space. Recommends some guides to get a market orientation status and also a competitive position in the competitive space.

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