Abstract
ABSTRACTThis study investigates political nonmarket strategy (NMS) by addressing its links to market strategy, values orientation, and multiple dimensions of firm performance – competitive positioning, customer orientation, and financial outcomes – in the Hong Kong hotel industry. Data were collected from hotel managers and analyzed utilizing partial least squares (PLS) methods. Cost leadership was identified as a driver of financial performance in Hong Kong, while differentiation based on quality appears to help firms in terms of competitive positioning but drives neither financial nor customer-based performance. Political NMS helps firms with competitive positioning and customer orientation but does not appear to drive financial performance. Values orientation was identified as a significant driver of all three dimensions of firm performance.
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