We are delighted to congratulate Mark on recently graduating from Loughborough University’s Business School where he successfully completed a PhD in Strategy entitled Are firms too market-oriented? This research challenges the convention that highly market-oriented firms are considered to outperform less market-oriented ones. Instead his findings advance a more compelling model in which diminishing returns affects the income generated by activities such that income growth diminishes as firms become more market-oriented.
Dr French's Graduation
His Research Implications: Being too market-oriented can be detrimental to profits. Instead need to aim for the optimal market orientation in their business environment. To maximise profits, firms need to focus their market-oriented activities on sustained competitive advantage, or re-focus from external market-led strategies to internal resource-based ones.
For more information about these findings call 01327 810003.
