STRATEGIC ORIENTATION AND ORDER OF MARKET ENTRY OF FOOD FIRMS

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GHOLAMZADEH RASOUL; GHANAVATI MEHDI

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Journal: New Marketing Research Journal Year:2012 | Volume:1 | Issue:3 Page(s): 47-62

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Title

STRATEGIC ORIENTATION AND ORDER OF MARKET ENTRY OF FOOD FIRMS

Author(s)

GHOLAMZADEH RASOUL | GHANAVATI MEHDI | Issue Writer Certificate

Keywords

ORDER OF MARKET ENTRYQ2

STRATEGIC ORIENTATIONQ2

COST LEADERSHIPQ2

MARKETING DIFFERENTIATIONQ2

INNOVATION DIFFERENTIATIONQ2

Abstract

One of the strategic launch decisions is the ORDER OF MARKET ENTRY. Adoption of a suitable competitive strategy is dependent on firm's decision on market entry earlier or later than competitors. This research aims to analyze the relationship between ORDER OF MARKET ENTRY and firms’ STRATEGIC ORIENTATION. For this purpose, three strategies have been defined as COST LEADERSHIP strategy, INNOVATION DIFFERENTIATION strategy and MARKETING DIFFERENTIATION strategy. In this study, the essential question is whether firms use a different strategy based on their ORDER OF MARKET ENTRY? The proposed model has been examined on a sample of 102 manufacturing companies in the food industry using Structural Equation Modeling based on the methodology of Partial Least Squares (PLS). Findings indicate a direct influence of ORDER OF MARKET ENTRY on adopting a particular strategy by the firms, so that pioneer companies tend more to use differentiation strategy at two levels of marketing and innovation, while COST LEADERSHIP is more common among followers.

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APA: Copy

GHOLAMZADEH, RASOUL, & GHANAVATI, MEHDI. (2012). STRATEGIC ORIENTATION AND ORDER OF MARKET ENTRY OF FOOD FIRMS. NEW MARKETING RESEARCH JOURNAL, 1(3), 47-62. SID. https://sid.ir/paper/194685/en

Vancouver: Copy

GHOLAMZADEH RASOUL, GHANAVATI MEHDI. STRATEGIC ORIENTATION AND ORDER OF MARKET ENTRY OF FOOD FIRMS. NEW MARKETING RESEARCH JOURNAL[Internet]. 2012;1(3):47-62. Available from: https://sid.ir/paper/194685/en

IEEE: Copy

RASOUL GHOLAMZADEH, and MEHDI GHANAVATI, “STRATEGIC ORIENTATION AND ORDER OF MARKET ENTRY OF FOOD FIRMS,” NEW MARKETING RESEARCH JOURNAL, vol. 1, no. 3, pp. 47–62, 2012, [Online]. Available: https://sid.ir/paper/194685/en

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