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1 – 10 of over 177000
Article
Publication date: 1 April 1990

Chong S. Lee and Yoo S. Yang

This empirical study investigates the relationship between thechoice of an export market expansion strategy and the subsequentperformance of exporting firms. Multiple…

1343

Abstract

This empirical study investigates the relationship between the choice of an export market expansion strategy and the subsequent performance of exporting firms. Multiple measures of export performance were compared across three groups of firms following different export market expansion strategies: export market concentration, concentric diversification, and diversification strategies. A sample of 52 small and medium‐sized US high technology manufacturers showed significant differences among three strategic groups in export level and growth measures, but no significant differences in export profitability measures were found.

Details

International Marketing Review, vol. 7 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 May 1988

Donald V. Shiner

Despite 40 years of research by many social science disciplines, the conduct of planning in the business firm is not well modelled or understood. For marketers, this…

4598

Abstract

Despite 40 years of research by many social science disciplines, the conduct of planning in the business firm is not well modelled or understood. For marketers, this presents a particularly important problem. Marketing planning is particularly susceptible to the heirarchical nature of the planning process and the need to develop both deliberate and emergent plans. Since marketers provide the interface between the firm and its markets and customers, they must provide the essential strategic and tactical planning direction to the firm's overall strategic planning process. Marketing planning has a strategic and tactical component. Marketers must be precise with their use of terminology, being careful to identify exactly what they mean when they use the terms planning, marketing and strategy.

Details

European Journal of Marketing, vol. 22 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 July 1997

D. Steven White and David A. Griffith

Outlines effective corporate strategymarketing strategy relationships in the context of a behavioural segmentation framework for competing in the global marketplace…

10985

Abstract

Outlines effective corporate strategymarketing strategy relationships in the context of a behavioural segmentation framework for competing in the global marketplace. Evaluates standard, local and regional market strategies in conjunction with cost‐based, customer‐based and innovation‐based corporate strategies. Highlights key corporate strategymarketing strategy combinations in a global strategic marketing decision tree. These combinations enhance an organization’s ability to compete effectively in global consumer markets. Utilizes corporate examples to emphasize the effectiveness of these combinations. The premiss of this paper is that corporate strategy drives marketing strategy. Concludes that by recognizing the complex interrelationships between corporate and marketing strategy, organizations may achieve global strategic competitiveness.

Details

Marketing Intelligence & Planning, vol. 15 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 February 1983

Arthur Meidan

Eight different bank marketing strategies are grouped into two broad categories: growth and competitive strategies. The author indicates various marketing strategies

2773

Abstract

Eight different bank marketing strategies are grouped into two broad categories: growth and competitive strategies. The author indicates various marketing strategies, suggesting some of the alternative strategies suitable for different banks, emphasising the criteria on the basis of which marketing strategy selection can be made.

Details

International Journal of Bank Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 February 1988

William D. Presutti

Just‐in‐time manufacturing is one of the most important management developments of the last decade and a half. Articles on the subject have virtually flooded the business…

Abstract

Just‐in‐time manufacturing is one of the most important management developments of the last decade and a half. Articles on the subject have virtually flooded the business periodical literature. Yet despite the proliferation of this literature, there are indications that the fundamental implications of this concept as an effective competitive strategy have not been fully grasped by U.S. manufacturers. This article attempts to integrate the manufacturing strategy of just‐in‐time with an important element of the firm's marketing strategy—the price element of the marketing mix. Given the competitive pressures on many U.S. firms, price becomes an increasingly important competitive weapon. Only when the benefits deriving from just‐in‐time show up in a firm's marketing strategy will U.S. firms demonstrate an ability to translate an effective manufacturing strategy into a significant competitive edge.

Details

Journal of Business & Industrial Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 0885-8624

Article
Publication date: 1 January 1972

Gábor Hoványi

Based on a number of samples taken in the Hungarian central organs of economic management. Describes interactions between national planning and market forces. Documents…

Abstract

Based on a number of samples taken in the Hungarian central organs of economic management. Describes interactions between national planning and market forces. Documents how Hungarian enterprises are interested in their annual profits and states that the three main features are, that efficiency: depends on economic productivity success; is characterised by the technical degree of productivity; can be expressed by the degree of long‐range competitiveness. Finalises that the results can be analysed from the enterprise's market strategy and these should be seen at the level of the enterprise and the national economy.

Details

European Journal of Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 30 October 2018

Wilfred Dolfsma and Rene Van der Eijk

The purpose of this paper is to review and assess the different strategies that what we call Info-firms can deploy in the markets that they serve. In many markets, a…

705

Abstract

Purpose

The purpose of this paper is to review and assess the different strategies that what we call Info-firms can deploy in the markets that they serve. In many markets, a firm’s competitive advantage is derived from its information position. Firms that actively and extensively collect customer information may develop a number of strategies to increase their competitiveness. We refer to such firms as info-firms – for some firms, this is all that they do: collect and sell data about consumers. Info-firms can target either customers or other firms, and they target either existing or adjacent markets. A 2 × 2 matrix characterizing strategies is introduced. Some strategies are known, but their effects are more pronounced on online markets because of the overwhelming amount of data available, while other strategies that are discussed are new. The strategies that info-firms develop and use change the dynamics in value chains substantially. The strategies adopted affect the market and value chain dynamics and determine which parties in the market are likely to benefit (most).

Design/methodology/approach

This is a conceptual paper.

Findings

The strategies that info-firms develop and use change their dynamics in value chains substantially. Some strategies are known, but their effects are more pronounced on online markets because of the overwhelming amount of data available, while other strategies are new.

Research limitations/implications

Drawing on an economic theory, an evaluation of the strategies that info-firms develop is offered, identifying which parties stands to gain the most.

Practical implications

The effects of the use of strategies used by info-firms have been largely overlooked, and yet, strategies adopted affect the market and value chain dynamics and determine which parties in a market are likely to benefit (most).

Originality/value

The classification of strategies that info-firms can develop, and the likely effects on the market dynamics and economic prospects of different market players has not been discussed in the literature so far. A comprehensive and novel perspective is offered.

Details

Journal of Business Strategy, vol. 39 no. 6
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 1 May 1987

Kay Georg Segler

International companies should be prepared with appropriate basic strategies to handle today's challenges, and these are seen to consist of allocation strategy

Abstract

International companies should be prepared with appropriate basic strategies to handle today's challenges, and these are seen to consist of allocation strategy, international market segmentation, innovation strategy, co‐operation strategy and strategies concerning the political environment. The characteristics and attendant problems of each strategy are discussed with special reference to German firms, and also the strengths and weaknesses of co‐operation strategies and the influence of social and political/legal demands on international companies.

Details

European Journal of Marketing, vol. 21 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 October 1994

David A. Edgar, David L. Litteljohn and Myrtle L. Allardyce

Short breaks are one important segment of the overall tourism market.They provide a distinct market sector with, it appears, specialcompetitive strategies. While the…

1464

Abstract

Short breaks are one important segment of the overall tourism market. They provide a distinct market sector with, it appears, special competitive strategies. While the growth and value of this market sector is undisputed, little attention has been paid to the strategic nature of short break provision, or the potential of movement in strategic space. Using data gathered from personal interviews and applying the concept of strategic group clusters and strategic space, explores strategy and performance differences of companies operating in the UK short break market. Examines correlation between structural variables of market scope, company size; and sources of competitive advantage in relation to prime strategies adopted. Draws conclusions with regard to shifts in strategic space for performance enhancement, and potential future market developments.

Details

International Journal of Contemporary Hospitality Management, vol. 6 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 17 May 2022

Yi Liu and Hengyuan Zhang

Chinese marketing scholars have been studying marketing channel strategies for the past 20 years. However, the emergence of the internet and the digital economy has led to…

Abstract

Purpose

Chinese marketing scholars have been studying marketing channel strategies for the past 20 years. However, the emergence of the internet and the digital economy has led to new marketing channels and practices that question the usefulness of this existing body of research, challenging Chinese marketing scholars specialized in channel strategy who are limited by path-dependent foundations and methods. This article reviews the research on marketing channel strategies by Chinese scholars, identifies the challenges posed by new channels and practices, and proposes some strategies for addressing these challenges.

Design/methodology/approach

This study systematically summarizes the research on marketing channel strategies published by Chinese scholars in English or Chinese in the past 20 years. Including articles published in either English-language or Chinese-language marketing journals allows this review to summarize the overall current state of marketing channel strategy research.

Findings

The theory and research methods used in studies of marketing channel strategies are relatively mature, and the field is saturated. However, the development of e-commerce and online channels have changed the structure of offline marketing channels, making Chinese scholars of marketing channel strategies to necessarily change Chinese scholars' thinking, methods, and research topics. Scholars from the fields of e-commerce, information system management, and big data are now conducting research on marketing channels. Chinese scholars who study marketing channel strategies need to establish and develop novel approaches to researching these new phenomena and practices.

Originality/value

This article analyzes the challenges faced by Chinese scholars who study marketing channel strategies and provides suggestions for future research in the area. The findings will assist in the development of research on new online and offline channel phenomena in the era of the internet and the digital economy.

Details

Journal of Contemporary Marketing Science, vol. 5 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

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