Linking Market Orientation versus Resource Orientation to Financial Performance in Modeling Competitive Advantage

Abstract

This paper is an empirical study of the competitive advantage of French ICT. We conducted an inquiry with 151 respondents in two main social professional networks: Viadeo and LinkedIn. We validated a new model with the partial least squares (PLS) method. Particularly, our latent variables are mixed which give rightful the use of PLS "MIMIC”.

We propose a new model we called ‘MOžRO' which optimally fits the reality of competitive advantage in the French ICT. Our research helps to show that it is not relevant to consider market orientation as a resource. Furthermore, the results demonstrate that there are no direct or even indirect links from the ‘resource orientation' to any other variable considered in this study. This central result is contradictory with the traditional reasoning of the R-A and the RBV theories. At last, we unveil important implications and suggest future research directions.