The Impact Of Innovation Marketing Orientation In Achieving The Competitive Advantage In Hotel Establishments In Saudi Arabia "Case Study-Al Baha City-KSA”
Dr. Mahmoud Abdel Muhsen Irsheid Alafeef
Index Terms: Innovation, Marketing, Market Orientation, Competitive Advantage, Infrastructure, Responding Advantage, Distinction advantage, Al Baha City, Saudi Arabia.
Abstract: This study was based on a sample taken from Saudi Arabia Hotels that operates their services in the city of Al-Baha, and this study adopted five key variables, including three variables describing the independent aspect, and two variables describing the aspect, where the independent variable was the Innovation Marketing Orientation (infrastructure for innovation, Impact of Innovation and Implementation of Innovation) and the dependent variable was competitive advantage (Responding & Distinction advantage ). This study found the presence of the impact of each of (infrastructure for innovation, Impact of Innovation and Implementation of Innovation on Responding & Distinction advantage.
 Amit, R. and Schoemaker, P.J. (1993) Strategic assets and organizational rent Strategic Management Journal 14 (1) 33-46
 Barney, J.B. (1986) Strategic factor markets: expectations, luck and business strategy Journal of Management 17 (1) 99-120
 Barney, J.B. (1991) Firm resources and sustained competitive advantage Journal of Management 17 (1) 99-120
 Berry, L.L. and Parasuraman, A. (1991) Marketing Services: Competing through quality New York: The Free Press
 Bharadwaj, S., Varadarajan, P. and Fahy, J. (1993) Sustainable competitive advantage in the service industries: a conceptual model and research propositions Journal of Marketing 57 (4) 83-99
 Buzzell, R.D. and Gale, B.T. (1987) The PIMS Principles New York: The Free Press
 Cadogan, J. and Diamantopoulos, A. (1995) Narver and Slater, Kohli and Jaworski, and the market orientation construct: integration and internationalisation Journal of Strategic Marketing 3, 41-60
 Chi, T. (1994) Trading in strategic resources: necessary conditions, transaction cost problems and choice of exchange structure Administrative Science Quarterly 25 (1) 128-152
 Desphandé, R., Farley, J.U. and Webster, F.E. (1993) Corporate culture, customer orientation and innovativeness in Japanese firms: a quadrad analysis Journal of Marketing 57, 23-27
 Deshpandé, R. and Webster, F.E. (1989) Organizational culture and marketing: defining the research agenda Journal of Marketing 53 (1) 3-15
 Dierickx, I. and Cool, K. (1989) Asset stock accumulation and sustainability of competitive advantage Management Science 35, 1504-1551
 Doyle, P. (1998) Marketing Management and Strategy 2nd Ed, London: Prentice-Hall International
 Doyle, P. and Hooley, G.J. (1992) Strategic Orientation and Corporate Performance International Journal of Research in Marketing 9 (1) 59-73
 Dyson, J. (1997) Against the Odds: An autobiography of James Dyson London: Orion Books
 Fahy, J., Hooley, G.J., Cox, A.J., Beracs, J., Fonfara, K. and Snoj, B. (2000) The development and impact of marketing capabilities in Central Europe Journal of International Business Studies 31 (1), 63-81
 Fiol, C.M. and Lyles, M.A. (1985) Organisational Learning Academy of Management Review 10, 803-813
 Gray, B., Matear, S., Boshoff, C. and Matheson, P. (1999) Developing a better measure of market orientation European Journal of Marketing 32, 884-903
 Greenley, G.E. (1995) Market orientation and company performance: empirical evidence from UK companies British Journal of Management 32 (1) 1-13
 Greenley, G.E. and Foxall, G.R. (1997) Multiple stakeholder orientation in UK companies and the implications for company performance Journal of Management Studies 34, 259-284
 Greenley, G.E. and Foxall, G.R. (1998) External moderation of associations among stakeholder orientations and company performance International Journal of Research in Marketing 15 (1) 51-69
 Hamel, G. and Prahalad, CK. (1994) Competing for the Future Boston: Harvard Business School Press
 Atuahene–Gima, K., 1996, “Market Orientation and Innovation”, Journal of Business Research, 35, pp. 93-103.
 Bennett, R. C. and R. G. Cooper, 1979, “Beyond the Marketing Concept”, Business Horizons, 24, pp. 76-83.
 Bennett, R. C. and R. G. Cooper, 1981, “The Misuse of Marketing: An American Tragedy”, Business Horizons, 24(6), pp. 51-61
 Bhuian, S. N, B. Menguc and S. J. Bell, 2005, “Just Entrepreneurial Enough: the Moderating Effect of Entrepreneurship on the Relationship between Market Orientation and Performance”, Journal of Business Research, 58, pp. 9-17.
 Cano, C. R., F. A. Carrillat, and F. Jaramillo, 2004, “A Meta-analysis of the Relationship between Market Orientation and Business Performance: Evidence from Five Continents”, International Journal of Research in Marketing, 21, pp. 179-100.
 Christensen C. M. and J. L. Bower, 1996, “Customer Power, Strategic Investment, and Failure of Leading Firms”, Strategic Management Journal, 17, pp. 197-218.
 Day, G. S., 1994, “The Capabilities of Market-Driven Organizations”, Journal of Marketing, 58, pp. 37-52.