PARDO Phillip Dean
   Department   Ritsumeikan Asia Pacific University  College of International Management
   Position   Professor
Research Period 2009~2011
Research Topic Market orientation and business performance: evidence from the hotel industry in Germany
Research Type Joint Research
Research Division
Keyword Market Orientation, Customer orientation, Competition orientation, Inter-functional coordination, Hotel Performance,Market Share improvement
KAKENHI CategoryBusiness administration
Details The study investigates the potential impact of the three components of market orientation (i.e. customer orientation, competition orientation and inter-functional coordination) on various performance indicators in the hotel service segment. The findings provide a new insight by exploring how different factors impact upon the performance of the hotel sector. Overall, the regression analysis suggests that the owners and managers in the hotel industry who implement a market orientation enjoy higher business performance (i.e. profit goal attainment, sales goal achievement, and return on investment realization and improvements in market share).