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|
|Number of pages||10|
|Journal||Journal of Business Research|
|Publication status||Published - 1 Sep 2015|
- Multi-agent simulation
- Resource-based view
- Strategic orientation