Implementing competitive strategies: The role of responsive and proactive market orientations

Ranjit Voola*, Aron O'Cass

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

116 Citations (Scopus)


Purpose: This study seeks to draw on the strategy implementation approach and the resource-based view of the firm (RB theory) to investigate the relationships among competitive strategies (i.e. differentiation and cost-leadership), responsive market orientation (RMO), proactive market orientation (PMO) and firm performance. The purpose is to show that competitive strategies have a significant effect on market orientation and market orientation has a significant effect on firm performance. Design/methodology/approach: The paper designed a mail-survey that was sent to senior executives, which resulted in 189 usable surveys. Data were analysed using partial least squares (PLS) to test the hypotheses. Findings: The findings show that both competitive strategies influence RMO and PMO, which then influence firm performance. However, the results show that differentiation strategy has a stronger influence on RMO and PMO than cost-leadership strategy, and that PMO has a stronger influence on performance than RMO. Research limitations/implications: The study examined one set of capabilities (RMO and PMO); research opportunities exist for identifying other firm capabilities (e.g. organisational learning) and their relationships with competitive strategies. Practical implications: Strategy implementation is a valid route to firm performance. Therefore, marketing managers must simultaneously develop competitive strategies and RMO and PMO to obtain increased firm performance outcomes. Originality/value: The study conceptualises market orientation as RMO and PMO, and suggests that this treatment of market orientation is important in understanding its role in the competitive strategies of firms and consequent firm performance.

Original languageEnglish
Pages (from-to)245-266
Number of pages22
JournalEuropean Journal of Marketing
Issue number1-2
Publication statusPublished - 2010
Externally publishedYes


  • Competitive strategy
  • Costs
  • Market orientation
  • Product differentiation
  • Resources


Dive into the research topics of 'Implementing competitive strategies: The role of responsive and proactive market orientations'. Together they form a unique fingerprint.

Cite this