The effect of market-pull vs. resource-push orientation on performance when entering new markets

Jean Philippe Timsit, Annick Castiaux, Yann Truong, Gerard A. Athaide, Richard R. Klink

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Abstract

This paper uses a multi-agent simulation to examine how the initial choice of strategic orientation impacts a firm's long-term performance. The results indicate that when entering a new market, market-pull firms achieve performance levels 4% higher on average than resource-push firms. However, the survival rate of market-pull firms is only 25%, far less than resource-push firms. These findings present firms with a Cornelian dilemma- i.e., strive for survival or maximize performance.

Translated title of the contributionL'effet d'une orientation marché ou ressources sur la performance lors de l'entrée dans de nouveaux marchés
Original languageEnglish
Pages (from-to)2005-2014
Number of pages10
JournalJournal of Business Research
Volume68
Issue number9
DOIs
Publication statusPublished - 1 Sep 2015

Keywords

  • Market-pull
  • Multi-agent simulation
  • Performance
  • Resource-based view
  • Resource-push
  • Strategic orientation

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