The Effects of Competitor Orientation on Employees’ and Market Performance

This research decomposes the notion of market orientation into its three components and empirically examines the frontline employees’ and market performance of a competitor-orientated strategy in the banking sector. Our findings indicate that frontline employees’ performance is affected positively and in a strong level by implementing a competitor- orientated strategy at the supervisors’ or at the frontline employees’ level. when such a strategy is implemented at the frontline employees’ level, the market performance of the branch is improved in a moderate level, while supervisors’ competitor orientation has no significant effect on the aforementioned performance indicator.