A strategy implementation perspective of market orientation

Abstract

The authors conceptually and empirically explore the role of market orientation in the context of strategy implementation. Specifically, market orientation plays a key role for the successful implementation of a premium product differentiation (PPD) strategy. This result is based on the empirical findings from an international study that shows the performance effect of a PPD strategy is to a significant extent mediated through the construct of market orientation. Implications for future research and managerial practice are discussed.