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Vol. 19 No. 2 (2021)

Synthesising Resource-Advantage and Hofstede Cultural Dimensions: Customer Orientation, Knowledge Creation and Firm Performance

January 11, 2021


There is a dearth of studies on synthesising the resource-advantage theory and Hofstede
cultural dimensions that explore the influence of customer orientation and knowledge
creation on the firm performance for small hotels. This paper reviews extant literature
that provides insights on the influence of customer orientation and knowledge creation
on firm performance. In-depth interviews with three hotel owners and three hotel
managers were performed in this study. The results disclose that forging memorable
and positive customer experiences and developing informed knowledge databases are
business practices that sustain the firm performance. From the theoretical aspect, it is a
preliminary step to blend the culturally relevant customer orientation and knowledge
creation elements into forming a firm performance framework designed for small hotels.


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