是市場導(dǎo)向來源的可持續(xù)競爭優(yōu)勢還是簡單的競爭成本？【外文翻譯】

1、外文翻譯原文：原文：IsMarketientationaSourceofSustainableCompetitiveAdvantageSimplytheCostofCompetingAsbusinessesbecomeincreasinglycompetitivemarketersmustidentifyroutesfimprovedmeasurementof[investmentsinmarketingactivities].(Sca

2、se2001p.1)Dynamisminbusinessenvironmentscausedbyeconomicslowdowngrowthcompetitiveintensityglobalizationmergersacquisitionsrapidfireproducttechnologicalinnovationschallengestopmanagers’abilitytosenserespondtomarketchanges

3、accurately.TheinabilitytosenserespondtomarketchangesquicklyhasledtothedemiseofmanyfirmswithhouseholdnamesincludingKmartCircuitCity.Therefeitiscriticalthatmanageridentifyunderststrategicientationsthatenableafirmtosustainp

4、erfmanceespeciallyinthepresenceofrapidchangesinmarketconditions.Themarketingconceptthathasexistedfmanyyearswasoneofthefirststrategicframewksthatprovidedfirmswithasustainablecompetitiveadvantage(SCA).Academicsfirstbeganre

5、cognizingoperationalizingthemarketingconceptas“marketientation”inthe1990s(KohliJawski1990).Duringthepast20yearshundredsofarticleshavebeenpublishedonmarketientation’seffectonbusinessperfmance(KircaJayachranBearden2005).Ho

6、weverfewstudieshaveinvestigatedthelongertermbenefitsofmarketientation(fexceptionsseeGebhardtCarpenterSherry2006NobleSinhaKumar2002)almostnothinghasbeenpublishedonthisrelationshipusinglongitudinaldata.Thisisanimptantgapbe

7、causeobtainingbusinesssustainabilityremainsakeyconcernfsenimanagers.Thusareplicationextensionofpriwkisneededusingalongerhizontovalidatethefullextentofmarketientation’stimevaryingeffectonbusinessperfmance.Therefeinthisstu

8、dyweuseexistingmeasuresfromtheliteraturetoassesstheperfmanceofmarketientationonlongtermbusinessperfmance.Ourtwospecificquestionsareasfollows:(1)DoesmarketientationcreateasourceofSCAisitarequirementthatcompaniesfacewhenco

9、mpetingintoday’sbusinessenvironment(2)HowmuchisgainedhowlongcanfirmsexpecttheadvantagesfromdevelopingamarketientationtoholdTheliteraturesuggeststhatmarketientation’sprimaryobjectiveistodeliversupericustomervaluewhichisba

10、sedonknowledgederivedfromcustomercompetitanalysestheprocessbywhichthisknowledgeisgaineddisseminatedthroughouttheganization(e.g.Felton1959NarverSlater1990).Asuperiunderstingofcustomerneedscompetitiveactions(i.e.industryst

11、ructurepositionaladvantages)markettrendsenablesamarketientedfirmtoidentifydevelopcapabilitiesthatarenecessaryflongtermperfmance(Day1994).Investmentsincapabilitiessuchasactiveinfmationacquisitionthroughmultiplechannels(e.

12、g.salesfcechannelpartnerssuppliers)incpationofthecustomer’svoiceintoeveryaspectofthefirm’swhichindicatesthatamarketientationmaybetoocostlythatthereturnsarenotlargeenoughtojustifythecostofimplementation(NarverJacobsonSlat

13、er1999).InsummarytheabilityofmarketientationtoprovideanSCAisstillunresolvedbecausetheevolutionarynatureofamarketientationperfmancerelationshiphasnotbeensatisfactilyaddressed.Inthisstudywetreatamarketientation–perfmancere

14、lationshipmerealisticallymefullyasanunfoldingprocessratherthanadiscreteevent.Ourlongitudinalstudydesignenablesustoprovidefurtherinsightsintothedynamicnatureofmarketientation’seffectonbusinessperfmance.EffectofCompetition

15、Pritheeticalempiricalresearchhasinvestigatedtheeffectofmarketientationofafirmindependentoftheientationofthecompetitsintheindustry.Thusafundamentalquestionregardingmarketientationstillremainsunanswered:Doesamarketientatio

16、nstillprovideacompetitiveadvantageifthefirm’scompetitsarealsomarketientedInotherwdsasmefirmsinanindustrybecomemarketienteddoesafirm’smarketientationtransfmfrombeingasuccessprovidertobeingafailurepreventerThatisdomoderate

17、highlevelsofeffttomaintainamarketientationonlypreventfailurenotnecessarilyimproveperfmance(Varadarajan1985)Relatedtothisfirmsinvestingindevelopingamarketientationwanttoknowtheadvantagesobtainedfrombeingthefirsttoadoptama

18、rketientationinanindustry.Earlyadoptersofmarketientationcanobtaininsightsintocustomerneedsbefethecompetition.Respondingtothesecustomerinsightsthroughthedevelopmentofproductserviceinnovationscanprovidefirmswithimprovedbus

19、inessperfmance.Howeverrarelyisaproductservicesafefromimitationbycompetition.Furthermecompetitscandeveloptheirownsystemcultureofbeingmarketientedcanpotentiallychangethemarketstructureaswell.Fexamplepharmaceuticalcompanies

20、derivecompetitiveadvantageswhiletheirproductsareunderexclusivepatentswhichprovidesthemleadtimeindevelopingSCAwhiletheyrecoupresearchdevelopmentcosts.Howevercompetitsoftendeveloppatent“similar”fmularieswhichcouldleadtoind

21、ustryequilibrium.AnexampleinthetechnologyindustryisthecompetitionbetweenIBMHewlettPackard.AlthoughIBMpioneeredtheconceptofasinglefirmprovidinghardwaresoftwareserviceswhichprovidedleadtimeindevelopinganSCAHewlettPackardma

22、tchedthisconcepteventuallysurpassedIBMinbecomingthelargestinfmationtechnologyfirminthewld.Usingauniquepaneldatasetobtainedfrom(1)repeatedsurveysoftopmanagersregardingtheirmarketientation(2)objectivemeasuresofbusinessperf