Research Article


DOI :10.26650/imj.2020.89.0003   IUP :10.26650/imj.2020.89.0003    Full Text (PDF)

The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey

Tarkan Tunç

The study was conducted in an industry leading company to examine the two dimensions of market orientation (customer orientation and competitor orientation) from the perspective of its sales employees and customers and to explain their relationship with marketing performance. The research data were collected from company’s sales group field employees on the firm side and company’s sales dealer employees on the consumer side. With the research, it was aimed to measure the differences, changes and relations between regions, years, and parties (employee-customer) based on three-year measurements carried out in 7 geographical regions (18 provinces) throughout the country at the scale of an industryleading company. The first finding points to the significant relationship between marketing performance and customer orientation. The second finding reveals that the firm tends towards customer-oriented behaviors in macroeconomic growth periods and towards competitor-oriented behaviors in recession periods. Another important finding is that the analysis at the level of geographical regions indicates that there are significant differences between regions, but it is understood that this difference is caused by a small number of provinces. In this context, it is possible to say that the country market reflects similar orientation trends in general. 


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APA

Tunç, T. (2020). The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey. Istanbul Management Journal, 0(89), 47-71. https://doi.org/10.26650/imj.2020.89.0003


AMA

Tunç T. The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey. Istanbul Management Journal. 2020;0(89):47-71. https://doi.org/10.26650/imj.2020.89.0003


ABNT

Tunç, T. The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey. Istanbul Management Journal, [Publisher Location], v. 0, n. 89, p. 47-71, 2020.


Chicago: Author-Date Style

Tunç, Tarkan,. 2020. “The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey.” Istanbul Management Journal 0, no. 89: 47-71. https://doi.org/10.26650/imj.2020.89.0003


Chicago: Humanities Style

Tunç, Tarkan,. The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey.” Istanbul Management Journal 0, no. 89 (Mar. 2024): 47-71. https://doi.org/10.26650/imj.2020.89.0003


Harvard: Australian Style

Tunç, T 2020, 'The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey', Istanbul Management Journal, vol. 0, no. 89, pp. 47-71, viewed 28 Mar. 2024, https://doi.org/10.26650/imj.2020.89.0003


Harvard: Author-Date Style

Tunç, T. (2020) ‘The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey’, Istanbul Management Journal, 0(89), pp. 47-71. https://doi.org/10.26650/imj.2020.89.0003 (28 Mar. 2024).


MLA

Tunç, Tarkan,. The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey.” Istanbul Management Journal, vol. 0, no. 89, 2020, pp. 47-71. [Database Container], https://doi.org/10.26650/imj.2020.89.0003


Vancouver

Tunç T. The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey. Istanbul Management Journal [Internet]. 28 Mar. 2024 [cited 28 Mar. 2024];0(89):47-71. Available from: https://doi.org/10.26650/imj.2020.89.0003 doi: 10.26650/imj.2020.89.0003


ISNAD

Tunç, Tarkan. The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey”. Istanbul Management Journal 0/89 (Mar. 2024): 47-71. https://doi.org/10.26650/imj.2020.89.0003



TIMELINE


Submitted17.11.2020
Accepted03.06.2020
Published Online31.12.2020

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