Author： Tse Alan C.B. Sin Leo Y.M. Yau Oliver H.M. Lee Jenny S.Y. Chow Raymond
Publisher： Emerald Group Publishing Ltd
ISSN： 0309-0566
Source： European Journal of Marketing, Vol.38, Iss.9-10, 2004-09, pp. : 1158-1172
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Abstract
A study was conducted to determine the relationship between a firm's role in the competitive environment and the appropriate strategies to use. Using firms sampled from China, it was found that market-oriented and relationship marketing-oriented strategies are both important for market leaders, and market-oriented strategies are the best for market challengers, while relationship marketing-oriented strategies serve market followers and market nichers best.
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