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Integrating market orientation and competitive benchmarking: A methodological framework and application

Lookup NU author(s): Professor Matthew Gorton


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Since the beginning of the 1990s significant research has been conducted into the extent to which firms in various sectors are market oriented and the relationship between market orientation and firm performance. However, most of this research has been based on the assessments of managers rather than customers, which runs counter to the philosophy of market orientation, which places the customer at the heart of the firm's activities and behaviour. This paper outlines a set of practical procedures for assessing firm performance against customer expectations and competitors, integrating the strengths of the market orientation and competitive benchmarking approaches and ameliorating their weaknesses. A Comparative Customer Satisfaction Survey (CCSS) is introduced and the approach is illustrated through the application to one particular case, drawn from the UK agribusiness sector. © 2006 Taylor & Francis.

Publication metadata

Author(s): Haverty M, Gorton M

Publication type: Review

Publication status: Published

Journal: Total Quality Management and Business Excellence

Year: 2006

Volume: 17

Issue: 8

Pages: 1077-1091

ISSN (print): 1478-3363

ISSN (electronic): 1478-3371


DOI: 10.1080/14783360600748166