From Customer-Oriented Strategy to Organizational Financial Performance: The Role of Human Resource Management and Customer-Linking Capability

Drawing on the organizational capabilities literature, the authors developed and tested a model of how supportive human resource management (HRM) improved firms’ financial performance perceived by marketing managers through fostering the implementation of a customer-oriented strategy. Customer-linking capability, which is the capability in managing close customer relationships, indicated the implementation of the customer-oriented strategy. Data collected from two emerging economies – China and Hungary –established that supportive HRM partially mediated the relationship between customer-oriented strategy and customer-linking capability. Customer-linking capability further explained how supportive HRM contributed to perceived financial performance. This study explicates the implication of customer-oriented strategy for HRM and reveals the
importance of HRM in strategy implementation. It also sheds some light on the ‘black box’ between HRM and performance. While making important contributions to the field of strategy, HRM and marketing, this study also offers useful practical implications.

Loyalism, Women and Standpoint Theory

Most recent studies of Loyalism in Northern Ireland have focused on the nature and development of Loyalist paramilitaries and their methods, ideology and attitudes to the peace process. This article argues that the nature of Loyalist paramilitarism is primarily masculinist and that there is a perspective that has gone generally unheard from women in Loyalist communities. Using standpoint theory, evidence from interviews with women in Loyalist communities associated with Belfast is analysed and a picture is formed that suggests that there are gendered attitudes towards women who become involved in the conflict through paramilitary organisations and that paramilitaries are not representative of their communities. It is concluded that researchers need to bear in mind the gender dimensions of their work and be aware of who is present and who is absent when research is being carried out.