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Linking Strategic Orientation With Performance: Implication For Indian Banks

Dhananjay Bapat
Published 2017 · Economics

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While cost orientation is found to be the major antecedent to perceived performance, innovation orientation moderates the relationship between both the competitive orientation and performance, and the customer orientation and performance. This article explores the relationship between strategy and performance in the context of the Indian banking sector. Cost orientation is identified as the major determinant for perceived performance. Innovation orientation moderates the relationship between both the competitive orientation and performance, and the customer orientation and performance. Banks need to reorient the marketing strategy to derive long-term performance benefits, since too much focus on cost orientation may prevent existing banks adapting to the market.
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