是市场导向来源的可持续竞争优势还是简单的竞争成本？【外文翻译】.doc

外文翻译原文:peting?petitive,marketersmustidentifyroutesforimprovedmeasurementof[investmentsinmarketingactivities].(Scase2001,)petitiveintensity,globalization,mergersandacquisitions,andrapidfireproductandtechnologicalinnovationschallengestopmanagers’,-fore,itiscriticalthatmanageridentifyandunderstandstrategicorientationsthatenableafirmtosustainperformance,(SCA).Academicsfirstbeganrecognizingandoperationalizingthemarketingconceptas“marketorientation”inthe1990s(KohliandJaworski1990).Duringthepast20years,hundredsofarticleshavebeenpublishedonmarketorientation’seffectonbusinessperformance(Kirca,Jayachandran,andBearden2005).However,fewstudieshaveinvestigatedthelongertermbenefitsofmarketorientation(forexceptions,seeGebhardt,Carpenter,andSherry2006;Noble,Sinha,andKumar2002),,areplicationandextensionofpriorworkisneeded,usingalongerhorizontovalidatethefullextentofmarketorientation’,inthisstudy,weuseexistingmeasuresfromtheliteraturetoassesstheperformanceofmarketorienta