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Journal of Services Research Volume 11 Number 2 October 2011 - March 2012
IMPACT OF RESOURCES, CAPABILITIES AND TECHNOLOGY ON MARKET ORIENTATION
OF
INDIAN B2B FIRMS
The Journal of IIMT
Dr. Atanu Adhikari Indian Institute of Management
Kozhikode Kerala, India
Prof. Manpreet Singh Gill faculty of marketing with L.G.C
Ludhiana, India
Journal of Services Research, Volume 11, Number 2 (October 2011 - March 2012) ©2011 by
Institute for International Management and Technology. All Rights Reserved.
Market orientation in B2B industry, both in developed as well as developing countries, acts as the implementation part of marketing. In very
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Previous researches in this area have shown that a B2B firm may be market oriented through systematic market intelligence, creating competitive differentiation, nurturing competencies, and cultivating an organizational culture to successfully satisfy market needs (Raj and Adhikari 2010, Day 1994, Kohli and
Jaworski 1990, Narver and Slater 1990). In B2B industry, commoditization is quite unavoidable especially in emerging markets that have historically experienced chronic shortages of an efficient regulatory body handling inter-mediatories and channel members, as well as lack of corporate social standard. In emerging economies, when an industry in B2B market has prolonged focus on rapid and voluminous production along with achieving cost reduction, B2B firms can hardly differentiate themselves to its customers (Appiah-Adu, 1998).
Atanu Adhikari Manpreet Singh Gill
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Journal of Services Research, Volume 11, Number 2 (October 2011 - March 2012)
76 Impact of Resources
In identifying and serving customer needs for B2B products and services, timing of exploiting sustainable resource, executing differentiating capabilities or launching an innovative technology are critical factors. An early entry

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