Consequently channel managers seeking better and more

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: global marketing. Consequently, channel managers seeking better and more coordinated global channel flowing by harnessing the power of the internet will need to pay special attention to its great potential (Rosenbloom and Larsen 2008). As revieweded above, the hypothesis is posited as follows: Hypothesis 2: The higher the flexible marketing channel focus is, the more likely that firms will gain greater (a) firm survival, (b) customer participation efficiency, (c) marketing advantage sustainability, and (d) market acceptance quality. Diversified customer behavioral learning. Diversified customer behavioral learning refers to an ability of firm to look for consciousness the difference in customer concerning requirement and expectation for creation response process in terms of product features and benefits (Jaworski et al., 2000; Li et al., 1999; Narver et al., 2004). The study of Li et al., (1999) show that customer learning is positively related to new product success. Likewise, Zahay and Griffin (2004) find that customer learning is associated to customer-based performance. Thus, if firms seek for information of customers and understand their differences, needs and expectation, they can respond to customers correctly by variety of products which increase competitive advantage (Ooncharoen and Ussahawanitchakit, 2009). Thus, it leads to the hypothesis proposed as below: Hypothesis 3: The higher the diversified customer behavioral learning is, the more likely that firms will gain greater (a) firm survival, (b) customer participation efficiency, (c) marketing advantage sustainability, and (d) market acceptance quality. Effective customer response orientation. Effective customer response orientation refers organization seeking and keeping in mind of all customer needs, wants, expectation, and then to get to support them (Johne, 1999). Daugherty, Sabath and Rogers (1992) found that customer responsiveness by quick response and speed is the delivery of positive effect user satisfaction. The work of Zahay and Griffin INTERNATIONAL JOURNAL OF BUSINESS STRATEGY, Volume 11, Number 2, 2011 80 (2004) suggests that firm that develops customer information system can increase customer-based performance and can move toward strategic excellence and increase b...
View Full Document

This document was uploaded on 01/28/2014.

Ask a homework question - tutors are online