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Unformatted text preview: (b) marketing performance.
2.3 Marketing Advantage Sustainability
Marketing advantage sustainability is defined as an ability of firm to sustain and to coordinate the
deployment of assets to achieve competition in terms of compare with competitor both in short and long
term (Talke, 2007). Marketing advantage also concerns with new product offering high quality and
appropriate prices, outstanding and up-to-date, new strange, unique identity, and reputation over INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 81 competitors (Thipsri and Ussahawanitchakit, 2009). Then, firm can be offering products to meet
requirement of customer and as a consequence, it achieves satisfaction of customer through
performance in the market. This implies that firm can create unique image for market offering, it is
reflecting market differentiation advantage that obtains satisfaction of customers (Anderson, Fornell, and
Lehmann, 1994) and ultimately, gaining superior performance (Thipsri and Ussahawanitchakit, 2009). So,
from what discussed above, this study proposes the hypothesis as follows:
Hypothesis 7: The higher the marketing advantage sustainability is, the more likely that firms will
gain greater (a) marketing excellence and (b) marketing performance.
2.4 Market Acceptance Quality
Market acceptance quality refers to the successful development and market enhancements to new
products and services that respond to technological change, evolving industry standards or customer
requirements (Chung and Holdsworth, 2009). Prior research shows that customer accepted derives from
customer’s perception about capability and social responsibility of the company (Brodie, Whittome and
Brush, 2009). Several studies show that the benefits of a strong image and reputation of products and
services can create market acceptance by increasing customer repurchases (Yoon, Guffey and Kijewski,
1993) promoting higher rate of customer retention (Preece, Fleisher and Toccacelli, 1995) and helping a
firm survive (Shri...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land