Strategic match of cost leadership, competitor orientation and process innovation on performance

摘要

This study examined the strategic matching of cost leadership, competitor orientation and process innovation on performance of hotels in Malaysia. This study has four hypotheses.A total of 475 questionnaires were distributed to three to five star hotel managers in Malaysia and only 11% of them, which is 54, were usable.The findings supported all the four hypotheses.Specifically, this study found a causal relationship among cost leadership, competitor orientation and process innovation.Importantly, this research discovered competitor orientation and process innovation mediating the cost leadership and performance nexus. This research shows the importance of cost leadership, competitor orientation and process innovation which have received little attention in current strategic management literatures.Finally, managerial and theoretical implications are highlighted.