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Journal of Business and Management Sciences. 2015, 3(4), 111-117
DOI: 10.12691/jbms-3-4-2
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Studying the Phenomenon of Competitive Advantage and Differentiation: Market and Entrepreneurial Orientation Perspective

Haseeb Mustafa1, Khaliq Ur Rehman1, , Syed Ahsan Raza Zaidi2 and Fahad Iqbal3

1School of Business & Economics (SBE), University of Management & Technology (UMT), Lahore, Pakistan

2M Phil from National College of Business Administration & Economics (NCBA&E), Lahore

3M Phil from University of Central Punjab (UCP), Lahore

Pub. Date: September 17, 2015

Cite this paper:
Haseeb Mustafa, Khaliq Ur Rehman, Syed Ahsan Raza Zaidi and Fahad Iqbal. Studying the Phenomenon of Competitive Advantage and Differentiation: Market and Entrepreneurial Orientation Perspective. Journal of Business and Management Sciences. 2015; 3(4):111-117. doi: 10.12691/jbms-3-4-2


The purpose of this paper is to identify and explain how market orientation and entrepreneurial orientation helps a firm in effectively differentiating its product or service offerings in relation to its industry rivals. The discussion in the paper has been done from various perspectives in the light of relevant past and modern researches while keeping the focus towards explaining how market orientation and entrepreneurial orientation practices of a firm allow it to achieve a competitive advantage in the industry by effectively differentiating its products. Market orientation has been discussed as an important antecedent to product differentiation and innovation which lead to greater competitiveness and superior performance in the industry. The findings suggest that market orientation and entrepreneurial orientation have a direct positive relationship with a firm’s ability to properly differentiate its offerings against its competitors. They help a firm in analyzing its customers’ needs, competitors’ strategies, and changing market conditions; reducing preference uncertainty, and understanding the consequences and associated risks with the late strategic moves and product differentiation strategies.

market orientation entrepreneurial orientation competitive advantage product differentiation strategy competition etc

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