Market orientation and innovation for strategic integration of exchange relationships

the case of Argyle Diamonds

Cynthia M. Webster, Samir Gupta

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

Marketing strategy involves the implementation of beliefs, decisions and actions by organisations to enhance performance and to achieve competitive advantage (Teece, Pisano, and Shuen, 1997; Varadarajan and Jayachandran, 1999). Organisations are not simply free to choose among a set of strategic actions. Instead, they are constrained by the both external and internal environments. Using a case analysis of Argyle Diamonds (fully owned by Rio Tinto Diamonds), this paper examines how market orientation and innovation can contribute to the strategic integration of exchange relationships resulting in enhanced performance of the business network. The results suggest that by using flexible and creative ways to address the inclusive needs of the internal business network (not only direct customers, but all through the supply chain down to the ultimate end customers), it is possible to enhance performance as well as contribute to transforming the external, competitive environment.
Original languageEnglish
Title of host publicationANZMAC 2005
Subtitle of host publicationconference proceedings : broadening the boundaries
EditorsSharon Purchase
Place of PublicationFremantle, WA
PublisherANZMAC
Pages1-7
Number of pages7
ISBN (Print)064645546X
Publication statusPublished - 2005
EventAustralian and New Zealand Marketing Academy Conference (2005) - Fremantle, WA
Duration: 5 Dec 20057 Dec 2005

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2005)
CityFremantle, WA
Period5/12/057/12/05

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  • Cite this

    Webster, C. M., & Gupta, S. (2005). Market orientation and innovation for strategic integration of exchange relationships: the case of Argyle Diamonds. In S. Purchase (Ed.), ANZMAC 2005: conference proceedings : broadening the boundaries (pp. 1-7). Fremantle, WA: ANZMAC.