A Customer Oriented Approach To Identifying Competitive Advantage
A firm’s ‘competitive advantage’ is considered to arise from certain ‘factors internal to the firm as postulated by the resource based view’ or from ‘external sources and industry structure.’ However, it remains unclear as to “how” these factors result in competitive advantage, since the literature has largely focused on establishing that the presence of these factors results in the manifestation of competitive advantage. Since firms serve customers, in this paper, we explore how both internal and external factors influence the organization-customer interface which, in turn, results in competitive advantage for the firm, i.e., we examine the process of manifestation of competitive advantage. We advance propositions to elucidate how internal and external factors influence different stages of organization’s interaction with the customer in terms of an increase or decrease in search, evaluation, and purchase transaction costs and a change in the consumption experience, as applicable. Competitive advantage is a function of these interactions. We also consider the role of three moderating variables – product involvement, frequency of purchase and cognitive vs. affect based evaluation – that are germane to the outcomes at the organization – customer interface.
To our knowledge, this item is not available for
download. To find whether it is available, there are three
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
|Date of creation:|
|Date of revision:|
|Contact details of provider:|| Phone: 91 79 2630 7241|
Fax: 91 79 2630 6896
Web page: http://www.iimahd.ernet.in/publications
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Hoyer, Wayne D, 1984. " An Examination of Consumer Decision Making for a Common Repeat Purchase Product," Journal of Consumer Research, University of Chicago Press, vol. 11(3), pages 822-29, December.
- Peter R. Darke & Amitava Chattopadhyay & Laurence Ashworth, 2006. "The Importance and Functional Significance of Affective Cues in Consumer Choice," Journal of Consumer Research, University of Chicago Press, vol. 33(3), pages 322-328, October.
- Nedungadi, Prakash, 1990. " Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 17(3), pages 263-76, December.
- Moorthy, Sridhar & Ratchford, Brian T & Talukdar, Debabrata, 1997. " Consumer Information Search Revisited: Theory and Empirical Analysis," Journal of Consumer Research, University of Chicago Press, vol. 23(4), pages 263-77, March.
- Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
- Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
- Rajeev K. Tyagi, 2004. "Technological Advances, Transaction Costs, and Consumer Welfare," Marketing Science, INFORMS, vol. 23(3), pages 335-344, January.
- Garbarino, Ellen C & Edell, Julie A, 1997. " Cognitive Effort, Affect, and Choice," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 147-58, September.
- Elizabeth Cowley, 2007. "How Enjoyable Was It? Remembering an Affective Reaction to a Previous Consumption Experience," Journal of Consumer Research, University of Chicago Press, vol. 34(4), pages 494-505, 07.
- Bloch, Peter H & Sherrell, Daniel L & Ridgway, Nancy M, 1986. " Consumer Search: An Extended Framework," Journal of Consumer Research, University of Chicago Press, vol. 13(1), pages 119-26, June.
- Akerlof, George A, 1970. "The Market for 'Lemons': Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, MIT Press, vol. 84(3), pages 488-500, August.
- Shiv, Baba & Fedorikhin, Alexander, 1999. " Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 26(3), pages 278-92, December.
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
- Sirgy, M. Joseph, 1985. "Using self-congruity and ideal congruity to predict purchase motivation," Journal of Business Research, Elsevier, vol. 13(3), pages 195-206, June.
- Richins, Marsha L & Bloch, Peter H, 1986. " After the New Wears Off: The Temporal Context of Product Involvement," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 280-85, September.
- Dowling, Grahame R & Staelin, Richard, 1994. " A Model of Perceived Risk and Intended Risk-Handling Activity," Journal of Consumer Research, University of Chicago Press, vol. 21(1), pages 119-34, June.
When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:12109. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.