The incompatibility of proactive market orientation and postponement strategy in product differentiation

Purpose Previous studies have found that a proactive market orientation (PMO) has positive effect on product differentiation and innovation the is contingent various factors. However, influence of logistics relationship between PMO received scant attention in marketing research. To fill this research gap, paper aims to introduce concept postponement as basic strategy, currently used by many firms, examine interaction new differentiation. Design/methodology/approach Drawing exploration–exploitation literature, authors considered types exploration exploitation, respectively. The hypothesized hampers tested hypotheses empirically applying ordinary least squares regression sample 187 brand managers Japanese apparel industry. Findings positively related differentiation, although weakened when design production systems are postponed, is, hinders Originality/value examined (logistics) separately. referring built conceptual empirical bridge management proposed configuration important for