Harri Terho

The role and impact of firm’s strategic orientations on launch performance: significance of relationship orientation

Purpose This study examines the role and relative impact of market orientation, product orientation and relationship orientation on new product launch performance, investigating product advantage and market-based assets as alternative mediating mechanisms, which link these strategic orientations to launch performance. Design/methodology/approach Survey data from the pharmaceutical industry are used to test hypotheses in the research model using partial least squares modeling. Findings Findings show that while each examined strategic orientation relates positively to launch performance, their performance effects and related mechanisms vary significantly. Results demonstrate a firm’s relationship orientation is the strongest predictor of launch performance, and accumulated market-based assets represent an alternative relational mediator besides product advantage linking firms’ orientations and launch performance. Research limitations/implications The empirical study is based on cross-sectional data collected in one specific industry sector. The authors encourage researchers to confirm the key findings in different industry and other contextual settings. Practical implications New product launch can be effectively managed as a relational activity. Firms benefit from paying explicit attention to strategic orientations and relationships. Especially, top management should foster a relationship-oriented organizational culture, develop relational competences and fully use the firm’s accumulated market-based assets for increased launch performance. Originality/value The study extends knowledge on the role of strategic orientations in launch performance by highlighting the significance of relationship orientations and providing novel knowledge on the key mediating mechanisms between strategic orientations and launch performance.

Wertbasiertes Verkaufen auf Industriegütermärkten

Die Wertorientierung hat in den vergangenen Jahren sowohl in der Marketingpraxis als auch in der Marketingwissenschaft an Bedeutung gewonnen. Obwohl sich Anbieterunternehmen verstarkt bemuhen zu verstehen, welchen Beitrag ihre Produkte zum Unternehmenserfolg der Kunden leisten, treten bei der Implementierung einer wertorientierten Marketingstrategie immer wieder fundamentale Probleme auf. Ein wesentlicher Erfolgsfaktor ist die Verkaufsorganisation. Sie muss die Wertorientierung des Anbieterunternehmens in der Interaktion mit den Kunden umsetzen und mit Leben erfullen. Wie sollte sich ein wertbasierter Verkaufer verhalten? Wie unterscheidet sich das wertbasierte Verkaufen von den traditionellen Verkaufsansatzen? Wie wirkt sich das wertbasierte Verkaufen auf den Verkaufserfolg aus? Diese Fragen werden in dem vorliegenden Beitrag erortert.

A Measure for Customer Reference Marketing

Academic knowledge about customer references remains scarce and the existing studies have not addressed what constitutes customer reference marketing. In this study, we conceptualize customer reference marketing and its dimensions based on an extensive qualitative study and build a measure for employing expert-interviews and survey data.