Lahore School of Economics

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Market Orientation, Customer Value Orientation And Firm Performance

Dr Aamir Khan, Lahore School of Economics
Hugh Wilson, Cranfield University

The authors argue that while market orientation leads to firm performance in the products context, it might not be an effective driver of performance in the services context. The authors propose customer value orientation, anchored in customer relationship management (CRM) literature, as a driver of performance in the services context. Results from analysis of a multi-industry dataset show as hypothesized that customer value orientation is associated with performance in the services context, although the possibility that market orientation also plays some role cannot be precluded. The reverse is found in the products context. Implications are discussed for the ongoing debate regarding the difference between services and products, for customer satisfaction research, and for the marketing concept. Managerially, the authors propose market orientation and customer value orientation as a pair of strategies that marketers can help their CEOs choose between or combine depending on the product-service mix that the firm offers.


Dr. Aamir Khan is Associate Professor of Marketing and Organizational Behavior at the Lahore School of Economics. He is also Associate Dean (Executive Education). Dr. Aamir Khan was a Rhodes Scholar at Oxford from 1986-9 where he won Exhibition and Open scholarships, and where he obtained a First Class in French literature. He also has a PhD in Marketing from Cranfield University (UK), an MSc in Management from INSEAD, an MSc. in Sociology from Oxford, an MBA from CEIBS and a BSc in Electrical Engineering from UET. He was a University Lecturer in Marketing at Cranfield and later Associate Professor at SDSB LUMS where he was also Faculty Director of Rausing Centre. His research interests have revolved around market orientation and customer value orientation, whereas his teaching interests include marketing management, brand management, and organizational behavior. He has taught extensively at the PhD, EMBA, MBA and undergraduate levels. He has also taught a large number of executives in Lahore, Karachi, Dubai and the UK. He has trained faculty in many places including Jakarta. He speaks fluent French and Chinese. His interests include 19th century novels as well as international relations.

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posted by S A J Shirazi @ 5/31/2014 02:30:00 PM,

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