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 contribution | L'effet d'une orientation marché ou ressources sur la performance lors de l'entrée dans de nouveaux marchés |
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Original language | English |
Pages (from-to) | 2005-2014 |
Number of pages | 10 |
Journal | Journal of Business Research |
Volume | 68 |
Issue number | 9 |
DOIs | |
Publication status | Published - 1 Sept 2015 |
Keywords
- Market-pull
- Multi-agent simulation
- Performance
- Resource-based view
- Resource-push
- Strategic orientation