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Market-Driven Hotel Brands: Linking Market Orientation, Innovation, and Performance

dc.contributor.authorDev, Chekitan
dc.contributor.authorAgarwal, Sanjeev
dc.contributor.authorErramilli, M. Krishna
dc.date.accessioned2020-09-12T21:09:31Z
dc.date.available2020-09-12T21:09:31Z
dc.date.issued2008-01-01
dc.description.abstract"Market orientation" is a term popularized by marketing practitioners to indicate the extent to which a firm is market driven. This presumed linkage between market orientation and profitability has caught the attention of scholars, but, surprisingly, only two prior studies have reported a positive association between the two. Given the special relevance to the hotel industry of being market driven, we believe this industry provides the ideal setting for demonstrating the link between market orientation and performance. This research examines this linkage in the hotel industry. The results of our study suggest that market orientation is positively and significantly related to innovation, subjective performance, and objective performance. This result yields a number of useful ideas about how to harness the power of the marketing concept.
dc.description.legacydownloadsDev43_Market_driven_hotel_brands.pdf: 227 downloads, before Aug. 1, 2020.
dc.identifier.other8510336
dc.identifier.urihttps://hdl.handle.net/1813/72186
dc.language.isoen_US
dc.rightsRequired Publisher Statement: © Florida International University. Reprinted with permission. All rights reserved.
dc.subjecthotel
dc.subjectlodging
dc.subjectinnovation
dc.subjectmarket orientation
dc.titleMarket-Driven Hotel Brands: Linking Market Orientation, Innovation, and Performance
dc.typearticle
local.authorAffiliationDev, Chekitan: csd5@cornell.edu Cornell University School of Hotel Administration
local.authorAffiliationAgarwal, Sanjeev: Iowa State University
local.authorAffiliationErramilli, M. Krishna: Illinois Institute of Technology

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