Hardeep Chahal | University of Jammu, Jammu, Jammu and Kashmir, India (original) (raw)
Papers by Hardeep Chahal
International Journal of Organizational Analysis
Sustainable Business Practices for Rural Development, 2020
The espousal of information technology is indispensable in the era of global competitive economy ... more The espousal of information technology is indispensable in the era of global competitive economy for the competitive advantage. The study addresses the extent of usage of Information Technology (IT) and its impact on the performance of business enterprises operating in Jammu industrial clusters. The relevant data was collected through structured questionnaire from 20 SMEs. On the basis of study results, the four distinct stages through which firms appeared to pass during the adoption of IT were identified. The firms in the first stage found to adopt IT tools, with focus on data processing using office automation tools & e-mails; the second stage firms in addition to first stage IT tools, were found to develop websites for promotional purposes; the third stage firms were using websites to communicate electronically with their business trading partners&customers and the last, fourth stage firms were using advance e-commerce software's like Enterprise Resource Planning (ERP) and El...
International Journal of Pharmaceutical and Healthcare Marketing, 2020
Purpose The purpose of this study is to understand the concept of stakeholder marketing orientati... more Purpose The purpose of this study is to understand the concept of stakeholder marketing orientation (SMO), its dimensionality and the development of an SMO scale. Further, the study also aims to analyze the impact of SMO on business performance (BP) in Indian pharmaceutical marketing companies. The moderating role of organizational culture between the study variables (i.e. SMO and BP) is also evaluated. Design/methodology/approach The data regarding SMO are gathered from 93 owners/managers of pharmaceutical marketing companies operating in North India. The underlying dimensions of the scale are identified through exploratory factor analysis. Further, the reliability and validity of the scales are also checked. Further, the partial least square (PLS) technique is used to analyze the study variables. Findings SMO is established as a multi-dimensional scale comprising system thinking (personal consideration of stakeholder, the relationship of stakeholder, systematic problem-solving and...
Journal of Consumer Marketing, 2019
Purpose This paper aims to advance the current understanding of social media (SM) brand engagemen... more Purpose This paper aims to advance the current understanding of social media (SM) brand engagement. Specifically, it validates the dimensionality of SM brand engagement, examines its drivers and explores the impact of SM brand engagement on brand equity. Design/methodology/approach A survey was conducted with 433 Generation Y (Gen Y) SM users. Findings The study results validate SM brand engagement as a multidimensional construct comprising utilitarian, hedonic and social dimensions. Three categories of SM engagement antecedents were identified: social factors (social identity and tie-strength), user-based factors (service, product and price information, hedonic motives and prior experience with SM) and firm-generated information (personalized advertising, mass advertising, promotional offers and price information). Finally, SM brand engagement was positively related to brand equity. Research limitations/implications This study focused on Gen Y SM users in India. This study should b...
Understanding the Role of Business Analytics, 2018
The word business analytics has become a buzzword in the present era of experience economy. Prima... more The word business analytics has become a buzzword in the present era of experience economy. Primarily, the proliferation of the Internet and information technology has made business analytics a robust application area. On the other hand, it is equally impossible to deny its significant impact on the fields of information technology, quantitative methods and the decision sciences (Cegielski and Jones-Farmer 2016). Both industry and academia seek to hire talent in these areas with the hope of developing organizational competencies to sustain competitive advantage. Hopkins et al. (2007) and Hair et al. (2003) assert that adequate knowledge on business analytics techniques enables the analysts—practitioners, managers, etc—with capabilities that enable them to take quick and smart decisions and provide stable leadership to the organization to compete in the market effectively. On the other hand, it provides a platform for the researchers and academicians to lay down path for the theory development. However, Hawley (2016) pointed that business analytics focuses more on understanding the organizational culture than mere technology. Thus, for successful implementation and harnessing the benefits of business analytics the knowledge of an organization’s motivation, strengths and weaknesses is necessary (Hawley 2016).
Metamorphosis: A Journal of Management Research, 2015
The primary purpose of the study is to examine the role of perceived risk in the tourism destinat... more The primary purpose of the study is to examine the role of perceived risk in the tourism destination attributes and destination image relationship and to find what type of risks are mostly associated with domestic tourists who visited volatile destinations. The data were gathered from domestic tourists (with atleast 7 days of stay in J&K) about Kashmir destination and were contacted at various places such as bus stand, airport, tourists� guest houses and hotels etc. in Jammu and Katra cities using judgmental sampling technique. For analysing the data, EFA, CFA and SEM statistical techniques were used. The study finds that perceived risk significantly moderates the relationship between tourism destination attributes and destination image. Further, human induced risk, financial risk, service quality⁄facility risks etc. have negative impact on destination image. By understanding the quality of destination attributes and various risk perceptions among tourists associated with Kashmir de...
Cogent Business & Management, 2017
Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch ge... more Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public.
Journal of Research in Interactive Marketing, 2017
Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement... more Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship. Design/methodology/approach The data were collected from 767 SM users working in multinational corporations of Gurgaon city, using purposive sampling technique. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were undertaken to analyze the data. Findings The paper outcomes indicated SM brand engagement as a bi-dimensional construct comprising information interest and personal interest. Both social factors and consumer-based factors significantly influence customers’ SM brand engagement. Specifically, results depicted that tie-strength and social identity (social factors); and opportun...
International Journal of Lean Enterprise Research, 2016
The purpose of this paper is to measure patients' perception towards kaizen muda tool in orga... more The purpose of this paper is to measure patients' perception towards kaizen muda tool in organisational sustainability. The study used mixed method approach for muda/waste identification, measurement and suggestions for controlling muda/waste in the hospital. The quantitative approach was used for measuring the patients' perception towards kaizen muda/waste and organisational sustainability while qualitative approach was used for gathering patients view points for controlling these wastes. The results revealed five types of mudas/waste namely, overproduction waste, defects, transportation waste, waiting time waste and motion waste present in the hospital environment. The findings suggest that by controlling this mudas/waste the hospital can improve its level of sustainability-economical, social and ecological. The present study provides a platform for further research to be conducted at a larger scale for the development and validation of the kaizen muda/waste and organisational sustainability scale for the healthcare sector.
Understanding the Role of Business Analytics, 2018
Understanding the Role of Business Analytics, 2018
In the original version of this chapter, the author Phillip Klaus' name was included erroneously ... more In the original version of this chapter, the author Phillip Klaus' name was included erroneously as a co-author. This has now been rectified and the author name has been removed.
International Journal of Production Economics, 2020
Abstract The resource-based view (RBV) has long been adopted in strategic management research, bu... more Abstract The resource-based view (RBV) has long been adopted in strategic management research, but its use in operations management (OM) research is relatively new. Many empirical studies based upon RBV have investigated OM functions/capabilities and their impacts on business performance. Despite the considerable amount of research that has been conducted, there is no meta-analysis of application of RBV in the OM field. Hitt et al. (2016) reviewed the use and application of RBV in OM, based upon studies published in nine elite OM journals in the period 2007–2013. We take a meta-analytic approach to statistically combine and critically analyse application of RBV in OM over the period 2007–2020. We identify three primary operational functions/capabilities, namely flexibility, supply chain integration, and organizational capability, that have a positive impact on business performance in general, and on competitive performance, financial performance, and operational performance in particular. This study contributes to the literature on application RBV in OM and provides future research directions.
Journal of Business Research, 2019
Abstract The purpose of this paper is to investigate entrepreneurial orientation (EO)—a performan... more Abstract The purpose of this paper is to investigate entrepreneurial orientation (EO)—a performance relationship in the hospital industry, an important part of the world economy. We also examine the moderating role of operational flexibility (OF), a relatively new multi-dimensional construct grounded in the theory of operations management. We empirically investigate the EO and performance research model using survey data from 152 hospital administrators in the US. The findings confirm EO as a three-dimensional construct comprising innovativeness, proactiveness, and risk-taking, with proactiveness as the most significant dimension in enhancing hospital performance. Results indicate that OF and its three dimensions (input, process and output) moderate the effects of EO on hospital performance. This study contributes to the research stream by investigating the intersection of the corporate entrepreneurship and operations management fields. It provides a novel extension to the entrepreneurship literature, based upon the role of OF as a moderator in the EO-performance relationship.
Understanding the Role of Business Analytics, 2018
This study aims to re-investigate the role of market orientation as an antecedent to marketing ca... more This study aims to re-investigate the role of market orientation as an antecedent to marketing capability and effect of environmental turbulence as moderating variable in marketing capability—competitive advantage—business performance relationship. Data are collected from multiple respondents, that is, a branch manager and three senior managers of 144 branches of public and private banks operating in Jammu city, North India. The study establishes marketing capability as a three-dimensional construct, comprising outside-in, inside-out and spanning, unlike majority of previous studies on marketing capability. The study also supports the school of thought which believes that market orientation acts as an antecedent to marketing capability rather than its dimension. Further, the findings reveal partial mediating role of marketing capability on market orientation and competitive advantage linkage. However, environmental turbulence does not moderate in marketing capability-competitive advantage relationship in the tech-savvy banking sector.
Vision: The Journal of Business Perspective
The purpose of this study is to explore the role of the organizational learning (OL) and innovati... more The purpose of this study is to explore the role of the organizational learning (OL) and innovation as mediators between high-performance human resource practices (HPHRPs) and business performance (BP) in telecommunication sector. Census method has been used for data collection from employees working in telecommunication organizations in Jammu and Kashmir (North India). Reliability and validity have been proven with the help of confirmatory factor analysis. Structural equation modelling has been used for hypotheses testing. The results indicate that OL mediates the relationship between HPHRPs and innovation, whereas innovation does not mediate but moderates the relationship between OL and BP. So the final model evaluated the mediated-moderation effect of OL and innovation in between HPHRPs and BP. The theoretical and managerial implications have also been discussed.
International Journal of Leisure and Tourism Marketing
The objective of this paper has two folds. First, to examine the influence of perceived risk on d... more The objective of this paper has two folds. First, to examine the influence of perceived risk on destination image (cognitive, affective and unique image) and second, to analyse the impact of destination image on tourist satisfaction and destination loyalty in context of adventurous destination, i.e., Ladakh region of J&K state, India. The data were gathered from 151 domestic tourists, selected using judgemental sampling. The findings of the study reveal that perceived risk has direct as well as indirect positive influence on overall destination image, specifically on cognitive, affective and unique image of the destination. Further, findings of the study demonstrate that attraction, accessibility, accommodation and ancillary service attributes significantly contribute to cognitive image, unique image and tourist satisfaction, while they insignificantly contribute to affective image. Furthermore, the study also confined the significant influence of destination image on destination loyalty. By understanding the quality of destination attributes and their impact (direct and indirect) on destination image, various risk perceptions (among tourists) were associated with Ladakh destination. Destination marketing organisations (DMOs) can design appropriate various marketing strategies to increase the level of tourist satisfaction and to build long-lasting destination image and destination loyalty.
Journal of Research in Marketing and Entrepreneurship, 2016
Purpose The main purpose of this study is to examine the synergistic impact of marketing orientat... more Purpose The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO and BP relationship. Design/methodology/approach Nine hundred small and medium-sized enterprises (SMEs) owners/managers operating in Jammu District, North India, are contacted during October 2013 to February 2014. Findings The study identifies and confirms MO (marketing strategy, customer philosophy, operational efficiency and integrated marketing) and SO (defensive, proactive, analytical and risk-averse) as multi-dimensional constructs. Although both orientations have positive impact on SMEs performance, however, their synergistic impact is weak. In addition, the study also reveals that MO has direct and indirect impact (through SO) on BP. Lastly, there exists moderating role of entrepreneurial qualification between MO and SO. Re...
International Journal of Organizational Analysis
Sustainable Business Practices for Rural Development, 2020
The espousal of information technology is indispensable in the era of global competitive economy ... more The espousal of information technology is indispensable in the era of global competitive economy for the competitive advantage. The study addresses the extent of usage of Information Technology (IT) and its impact on the performance of business enterprises operating in Jammu industrial clusters. The relevant data was collected through structured questionnaire from 20 SMEs. On the basis of study results, the four distinct stages through which firms appeared to pass during the adoption of IT were identified. The firms in the first stage found to adopt IT tools, with focus on data processing using office automation tools & e-mails; the second stage firms in addition to first stage IT tools, were found to develop websites for promotional purposes; the third stage firms were using websites to communicate electronically with their business trading partners&customers and the last, fourth stage firms were using advance e-commerce software's like Enterprise Resource Planning (ERP) and El...
International Journal of Pharmaceutical and Healthcare Marketing, 2020
Purpose The purpose of this study is to understand the concept of stakeholder marketing orientati... more Purpose The purpose of this study is to understand the concept of stakeholder marketing orientation (SMO), its dimensionality and the development of an SMO scale. Further, the study also aims to analyze the impact of SMO on business performance (BP) in Indian pharmaceutical marketing companies. The moderating role of organizational culture between the study variables (i.e. SMO and BP) is also evaluated. Design/methodology/approach The data regarding SMO are gathered from 93 owners/managers of pharmaceutical marketing companies operating in North India. The underlying dimensions of the scale are identified through exploratory factor analysis. Further, the reliability and validity of the scales are also checked. Further, the partial least square (PLS) technique is used to analyze the study variables. Findings SMO is established as a multi-dimensional scale comprising system thinking (personal consideration of stakeholder, the relationship of stakeholder, systematic problem-solving and...
Journal of Consumer Marketing, 2019
Purpose This paper aims to advance the current understanding of social media (SM) brand engagemen... more Purpose This paper aims to advance the current understanding of social media (SM) brand engagement. Specifically, it validates the dimensionality of SM brand engagement, examines its drivers and explores the impact of SM brand engagement on brand equity. Design/methodology/approach A survey was conducted with 433 Generation Y (Gen Y) SM users. Findings The study results validate SM brand engagement as a multidimensional construct comprising utilitarian, hedonic and social dimensions. Three categories of SM engagement antecedents were identified: social factors (social identity and tie-strength), user-based factors (service, product and price information, hedonic motives and prior experience with SM) and firm-generated information (personalized advertising, mass advertising, promotional offers and price information). Finally, SM brand engagement was positively related to brand equity. Research limitations/implications This study focused on Gen Y SM users in India. This study should b...
Understanding the Role of Business Analytics, 2018
The word business analytics has become a buzzword in the present era of experience economy. Prima... more The word business analytics has become a buzzword in the present era of experience economy. Primarily, the proliferation of the Internet and information technology has made business analytics a robust application area. On the other hand, it is equally impossible to deny its significant impact on the fields of information technology, quantitative methods and the decision sciences (Cegielski and Jones-Farmer 2016). Both industry and academia seek to hire talent in these areas with the hope of developing organizational competencies to sustain competitive advantage. Hopkins et al. (2007) and Hair et al. (2003) assert that adequate knowledge on business analytics techniques enables the analysts—practitioners, managers, etc—with capabilities that enable them to take quick and smart decisions and provide stable leadership to the organization to compete in the market effectively. On the other hand, it provides a platform for the researchers and academicians to lay down path for the theory development. However, Hawley (2016) pointed that business analytics focuses more on understanding the organizational culture than mere technology. Thus, for successful implementation and harnessing the benefits of business analytics the knowledge of an organization’s motivation, strengths and weaknesses is necessary (Hawley 2016).
Metamorphosis: A Journal of Management Research, 2015
The primary purpose of the study is to examine the role of perceived risk in the tourism destinat... more The primary purpose of the study is to examine the role of perceived risk in the tourism destination attributes and destination image relationship and to find what type of risks are mostly associated with domestic tourists who visited volatile destinations. The data were gathered from domestic tourists (with atleast 7 days of stay in J&K) about Kashmir destination and were contacted at various places such as bus stand, airport, tourists� guest houses and hotels etc. in Jammu and Katra cities using judgmental sampling technique. For analysing the data, EFA, CFA and SEM statistical techniques were used. The study finds that perceived risk significantly moderates the relationship between tourism destination attributes and destination image. Further, human induced risk, financial risk, service quality⁄facility risks etc. have negative impact on destination image. By understanding the quality of destination attributes and various risk perceptions among tourists associated with Kashmir de...
Cogent Business & Management, 2017
Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch ge... more Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public.
Journal of Research in Interactive Marketing, 2017
Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement... more Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship. Design/methodology/approach The data were collected from 767 SM users working in multinational corporations of Gurgaon city, using purposive sampling technique. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were undertaken to analyze the data. Findings The paper outcomes indicated SM brand engagement as a bi-dimensional construct comprising information interest and personal interest. Both social factors and consumer-based factors significantly influence customers’ SM brand engagement. Specifically, results depicted that tie-strength and social identity (social factors); and opportun...
International Journal of Lean Enterprise Research, 2016
The purpose of this paper is to measure patients' perception towards kaizen muda tool in orga... more The purpose of this paper is to measure patients' perception towards kaizen muda tool in organisational sustainability. The study used mixed method approach for muda/waste identification, measurement and suggestions for controlling muda/waste in the hospital. The quantitative approach was used for measuring the patients' perception towards kaizen muda/waste and organisational sustainability while qualitative approach was used for gathering patients view points for controlling these wastes. The results revealed five types of mudas/waste namely, overproduction waste, defects, transportation waste, waiting time waste and motion waste present in the hospital environment. The findings suggest that by controlling this mudas/waste the hospital can improve its level of sustainability-economical, social and ecological. The present study provides a platform for further research to be conducted at a larger scale for the development and validation of the kaizen muda/waste and organisational sustainability scale for the healthcare sector.
Understanding the Role of Business Analytics, 2018
Understanding the Role of Business Analytics, 2018
In the original version of this chapter, the author Phillip Klaus' name was included erroneously ... more In the original version of this chapter, the author Phillip Klaus' name was included erroneously as a co-author. This has now been rectified and the author name has been removed.
International Journal of Production Economics, 2020
Abstract The resource-based view (RBV) has long been adopted in strategic management research, bu... more Abstract The resource-based view (RBV) has long been adopted in strategic management research, but its use in operations management (OM) research is relatively new. Many empirical studies based upon RBV have investigated OM functions/capabilities and their impacts on business performance. Despite the considerable amount of research that has been conducted, there is no meta-analysis of application of RBV in the OM field. Hitt et al. (2016) reviewed the use and application of RBV in OM, based upon studies published in nine elite OM journals in the period 2007–2013. We take a meta-analytic approach to statistically combine and critically analyse application of RBV in OM over the period 2007–2020. We identify three primary operational functions/capabilities, namely flexibility, supply chain integration, and organizational capability, that have a positive impact on business performance in general, and on competitive performance, financial performance, and operational performance in particular. This study contributes to the literature on application RBV in OM and provides future research directions.
Journal of Business Research, 2019
Abstract The purpose of this paper is to investigate entrepreneurial orientation (EO)—a performan... more Abstract The purpose of this paper is to investigate entrepreneurial orientation (EO)—a performance relationship in the hospital industry, an important part of the world economy. We also examine the moderating role of operational flexibility (OF), a relatively new multi-dimensional construct grounded in the theory of operations management. We empirically investigate the EO and performance research model using survey data from 152 hospital administrators in the US. The findings confirm EO as a three-dimensional construct comprising innovativeness, proactiveness, and risk-taking, with proactiveness as the most significant dimension in enhancing hospital performance. Results indicate that OF and its three dimensions (input, process and output) moderate the effects of EO on hospital performance. This study contributes to the research stream by investigating the intersection of the corporate entrepreneurship and operations management fields. It provides a novel extension to the entrepreneurship literature, based upon the role of OF as a moderator in the EO-performance relationship.
Understanding the Role of Business Analytics, 2018
This study aims to re-investigate the role of market orientation as an antecedent to marketing ca... more This study aims to re-investigate the role of market orientation as an antecedent to marketing capability and effect of environmental turbulence as moderating variable in marketing capability—competitive advantage—business performance relationship. Data are collected from multiple respondents, that is, a branch manager and three senior managers of 144 branches of public and private banks operating in Jammu city, North India. The study establishes marketing capability as a three-dimensional construct, comprising outside-in, inside-out and spanning, unlike majority of previous studies on marketing capability. The study also supports the school of thought which believes that market orientation acts as an antecedent to marketing capability rather than its dimension. Further, the findings reveal partial mediating role of marketing capability on market orientation and competitive advantage linkage. However, environmental turbulence does not moderate in marketing capability-competitive advantage relationship in the tech-savvy banking sector.
Vision: The Journal of Business Perspective
The purpose of this study is to explore the role of the organizational learning (OL) and innovati... more The purpose of this study is to explore the role of the organizational learning (OL) and innovation as mediators between high-performance human resource practices (HPHRPs) and business performance (BP) in telecommunication sector. Census method has been used for data collection from employees working in telecommunication organizations in Jammu and Kashmir (North India). Reliability and validity have been proven with the help of confirmatory factor analysis. Structural equation modelling has been used for hypotheses testing. The results indicate that OL mediates the relationship between HPHRPs and innovation, whereas innovation does not mediate but moderates the relationship between OL and BP. So the final model evaluated the mediated-moderation effect of OL and innovation in between HPHRPs and BP. The theoretical and managerial implications have also been discussed.
International Journal of Leisure and Tourism Marketing
The objective of this paper has two folds. First, to examine the influence of perceived risk on d... more The objective of this paper has two folds. First, to examine the influence of perceived risk on destination image (cognitive, affective and unique image) and second, to analyse the impact of destination image on tourist satisfaction and destination loyalty in context of adventurous destination, i.e., Ladakh region of J&K state, India. The data were gathered from 151 domestic tourists, selected using judgemental sampling. The findings of the study reveal that perceived risk has direct as well as indirect positive influence on overall destination image, specifically on cognitive, affective and unique image of the destination. Further, findings of the study demonstrate that attraction, accessibility, accommodation and ancillary service attributes significantly contribute to cognitive image, unique image and tourist satisfaction, while they insignificantly contribute to affective image. Furthermore, the study also confined the significant influence of destination image on destination loyalty. By understanding the quality of destination attributes and their impact (direct and indirect) on destination image, various risk perceptions (among tourists) were associated with Ladakh destination. Destination marketing organisations (DMOs) can design appropriate various marketing strategies to increase the level of tourist satisfaction and to build long-lasting destination image and destination loyalty.
Journal of Research in Marketing and Entrepreneurship, 2016
Purpose The main purpose of this study is to examine the synergistic impact of marketing orientat... more Purpose The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO and BP relationship. Design/methodology/approach Nine hundred small and medium-sized enterprises (SMEs) owners/managers operating in Jammu District, North India, are contacted during October 2013 to February 2014. Findings The study identifies and confirms MO (marketing strategy, customer philosophy, operational efficiency and integrated marketing) and SO (defensive, proactive, analytical and risk-averse) as multi-dimensional constructs. Although both orientations have positive impact on SMEs performance, however, their synergistic impact is weak. In addition, the study also reveals that MO has direct and indirect impact (through SO) on BP. Lastly, there exists moderating role of entrepreneurial qualification between MO and SO. Re...