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The Analysis Of Market Orientation, Corporate Strategy And Financial Performances Of The Hotel Business: Istanbul Case

Author

Listed:
  • Mustafa C. ALTUNEL

    (Istanbul Commerce University)

  • Asým SALDAMLI

    (Istanbul Commerce University)

Abstract

This study investigates the relationship between market orientation degree and financial performance of the five stars hotels in Istanbul and whether the four strategic orientations of Miles and Snow (1978), differ based on their market orientation degree and financial performance in these hotels. According to the study result, there is a high positive correlation between market orientation degree and financial performance of the hotels. Additionally, prospectors and analyzers are more market oriented and have more successful financial performance in comparison with defenders.

Suggested Citation

  • Mustafa C. ALTUNEL & Asým SALDAMLI, 2012. "The Analysis Of Market Orientation, Corporate Strategy And Financial Performances Of The Hotel Business: Istanbul Case," Istanbul Commerce University Journal of Social Sciences, Istanbul Commerce University, vol. 21(1), pages 75-86.
  • Handle: RePEc:icu:journl:v:21:y:2012:i:1:p:75-86
    as

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