... framework Strategy The European Journal of Marketing special issue “Powerplay – sports meets marketing” (Meenaghan and O’Sullivan, 1999) discussed the emergence of sport marketing with a focus on examining marketing principles in diverse fields, providing an overview of the sport product...

.... Labour also used a more emergent market-oriented and “polite” populist political marketing strategy. Research limitations/implications While the survey data used is not a perfect sample of the population, it is the largest public opinion survey in New Zealand and, given its convergence with other...

... PLC Strategy Research agenda The product lifecycle (PLC) has been a steadfast tool used in practical decision-making (Cox, 1967 ; Levitt, 1965) and marketing education for decades. It contains an implicit structure of a product’s time on the market, which allows the determination of product...

...T.C. Melewar; Pantea Foroudi; Suraksha Gupta; Philip J. Kitchen; Mohammad M. Foroudi Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders’ trust, loyalty...

... on NSD performance. The complex contingency model presented here offers a timely contribution to the theory base underpinning the development of operant resources for NSD. © Emerald Group Publishing Limited 2013 New service development Operant resources Culture Capabilities Strategy...

... profitability. © Emerald Group Publishing Limited 2012 Event study New product forecasting Stock market reaction Strategy Marketing strategy Stock prices United States of America Evaluation of stock market reactions to new products requires the exact dates of new product announcements...

... web model, marketers are asked to consider: the power relationship between the corporate brands; their corporate identities and brand values; the goals of each brand; and the relative strategies pursued to achieve these goals. These questions are posed within the context of the semiotic model...

...Sylvie Chetty; Colin Campbell‐Hunt The internationalisation of small‐ to medium‐sized enterprises (SMEs) is considered in the context of the overall configuration of strategy in these firms. This paper is based on in‐depth case studies of the internationalisation path of ten small‐ to medium‐sized...

... Strategy Decision making Service industries Technology Financial services Finland In academic discussion (e.g. Heskett, 1986 ; Lehtinen, 1986 ; Lovelock, 1986 , 1988 ; Brown et al., 1994 ; Wikström and Normann, 1994) high‐touch has traditionally meant that human interaction...

...Anthony Pecotich; Felicity J. Purdie; John Hattie An evaluation of executive perceptions of strategic typologies is presented in the Australian context. Specifically, four strategic typologies (growth versus retrenchment, the product/market matrix, the grand strategy alternatives, and Porter's...

... in the world economy. After nearly a decade of research into Asian economic development strategies, the authors consider future development alternatives. Using the ACS, the authors broadly categorize the range of available strategic alternatives that will drive the NIEs’ development strategies, and discuss...

...Aron O'Cass; Craig Julian This study examines the impact of specific firm characteristics, environmental characteristics and marketing mix strategy on export marketing performance. Data were gathered via a mail survey of firms engaged in exporting. The results indicate that firm characteristics...

... and competitive advantage. This paper examines the role of market‐focused learning capability in organizational innovation‐based competitive strategy. The paper contributes to the strategic marketing theory by developing and refining measures of entrepreneurship, market‐focused learning capability, organizational...

... universities. How many global marketing strategy courses or are there now? In order to live up to its title, both a subject and a text need to actually deal with what the title says. We are pleased to note that sibling team Susan and Stephen Dann have achieved that with this book. The title Strategic...

...Graham Jocumsen Dennis   Adcock . Marketing Strategies for Competitive Advantage . Chichester : Wiley   2000 . viii + 406pp. , ISBN: 04719 81699 To practitioners. Practitioners seeking specific “marketing strategies for competitive advantage” to implement...

... segmentation Strategy Over the last decade there has been a marked increase in research into marketing’s relevance and application to politics, both of a theoretical (Wring, 1997; Butler and Collins, 1999) and applied nature (Hayes and McAllister, 1996; O’Cass, 1996). In 1990 it was possible...

...Mark Farrell; Bill Schroder Builds on work in organisational buying. Examines the relationship between power bases and influence strategies in an organisational buying situation, specifically, the decision to purchase the services of an advertising agency. Hypothesises the influence strategies...

.... The final customers determine the winner of the competitive strategies. Their importance for the firm’s actions has been recognized decades ago by many authors (Webster, 1988). Thus, Howard (1983) indicates that the customer‐oriented companies are more successful because the sources of their principal...

... system of the Japanese pharmaceutical industry, concludes that it is unlikely that the pharmaceutical industry in Japan will rise to dominate this industrial sector on a global basis as they have prevailed in others. © MCB UP Limited 1997 Japan Marketing Pharmaceuticals Strategy USA...

... about its business and the strategies it adopts (Olins, 1990; Topalian, 1984). Corporate identity is projected to stakeholders using a variety of cues and represents how the organization would like to be perceived. These cues can be orchestrated so that deliberately-planned messages are delivered...