Marketing's Contribution to The Implementation of Business Strategy : An Empirical Analysis  

Oleh:

Slater, Stanley F. ; Olson, Eric M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Strategic Management Journal vol. 22 no. 11 (2001), page 1055-1068.
Topik: MARKETING; business strategy; marketing strategy; strategy implementation; performance strategy types

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS30.8 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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This paper describes a study that assesses the performance implications of matching marketing srategy to business strategy. In order to conduct this study we first reviewed the literature on marketing strategy to identify its key dimensions. We then conducted a survey of 1000 senior marketing executives about the strategic marketing practices adopted in their respective firms or business units, and developed scales to describe 11 strategic marketing activities. We next performed a K - means cluster analysis using these scales to develop a taxonomy of marketing strategy types consisting of : aggressive marketers, mass marketers, marketing minimizers and value marketers. We then observed that superior performance at the firm or SBU level was achieved when specific marketing strategy types were matched with appropriate miels and snow (1978) business strategy types.

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