Impact of Firms’ Market Orientation on Sales Performance: Via New Product Development vs. Competitive Product Imitation

Abstract

This thesis develops a conceptual framework that explores how market-oriented cultures influence firms’ strategic decisions between new-to-the-market innovation and competitive imitation. Eight propositions are presented linking these strategic paths to competitive advantage mechanisms—specifically product differentiation and cost efficiency—and their impact on sales performance. Through qualitative synthesis of recent literature and case studies, this study shows that innovation drives differentiation but often compromises cost efficiency, while imitation enhances cost control but limits uniqueness. The propositions serve as theoretical groundwork for future empirical validation and provide strategic guidance for firms navigating competitive markets. The contribution of this thesis lies in integrating firm culture, strategy orientation, and outcome performance into a cohesive theoretical model.

Date of Award	Aug 2025
Original language	American English
Supervisor	Nam Woon Kim (Supervisor)