... is to be facilitator, articulator, and opener of bridges and paths. The Global Director of Marketing manages the “technical” aspects of marketing. Marketing strategy B2B marketing Internationalization Product management Global offering Extant literature recognizes the urgent need for improved...

... the B2B ambit (Table 1). Reflecting on this, it is important to understand if and to what extent companies perceive the effectiveness of the MIM app in marketing strategies to identify any differences, especially in relation to the perception of the usefulness of these touch-points by the companies...

... an industrial marketer’s strategy to use such attributes in a competitive environment will maximize her market share. However, industrial marketers may find especial difficulty when faced with a need to consider both short-term and long-term goals (cf. McGowan, 2020). In such cases, although it may...

... perspective (Day, 2011). Day (2011) , in this respect, also mentions that one of the most distinctive points of dynamic capability is that planning and implementing marketing strategies have static structures. Indeed, marketing departments face a deluge of data that prevent them from comprehending and using...

...Frank Tian Xie; Naveen Donthu; Wesley J. Johnston Purpose This paper aims to present a new framework that describes the relationship among market entry order and timing, the advantages accruing to first-movers and late-movers, entry timing premium (ETP), marketing strategy and enduring market...

... development Marketing strategy Speed Today’s managers are challenged to find new ways to compete given they face markets that are increasingly fluid and connected. Teece et al. (2016) suggest that dynamic capabilities have the potential to help firms address this challenge, yet Helfat...

... contemporary markets. Furthermore, the paper provides an “actors-agendas-outcomes” scanning framework that offers awareness of market-shaping acts. This paper is the first to consider market-scanning frameworks from a market-shaping perspective. Marketing strategy Strategic planning Environmental...

... The relevance of marketing to explain financial success has been seldom investigated. In this scene, the purpose of this study is to analyze whether the correlations between four marketing strategies and seven financial measures has increased (or not) over time. To reach these objectives, secondary...

... and B2B scholars to seek answers – if they agree that these trends threaten to undermine the strength of marketing doctoral education. Findings The study has no findings, just observations and thoughts from a marketing strategy and B2B researcher who has been involved in doctoral education in various...

... integrated marketing strategy, leading to better financial performance. Transaction marketing: This type of marketing practice is a reflection of the marketing management school, where the focus is on “attracting and satisfying potential buyers by managing the elements in the marketing mix...

... impact on marketing tactics over multiple periods in an international setting. Several accepted selling and non-selling instrument goals are measured in an international context. A new model for structuring trade show goals is developed. Marketing strategy International trade Economic conditions...

... strategies as a series of working principles aimed at providing services to customers and achieving profit goals. Armstrong and Kotler (2003) reported that marketing strategies are formulated to guide enterprises through allocating resources to meet target customer needs more effectively and efficiently...

... Licensed re-use rights only Marketing strategy Innovation Cooperation Business-to-Business marketing The competitiveness and sustainability of today’s enterprises are strongly determined by their ability to adapt the existing products to future customer needs, to generate customer-centered...

... Performance Innovation Marketing strategy Value In the emerging economy, the traditional value creation strategy for innovative product development is losing its effectiveness. Companies which follow the conventional company-centric practices face troubles in terms of a decreased customer...

... loyalty). This dynamic adds yet another layer of complexity for competitors to attempt to dissect and imitate. © Emerald Group Publishing Limited 2015 Marketing strategy Innovation Pharmaceutical industry R&D Strategic alliances Resources Why examine the role of alliances...

... outcomes and financial performance. Originality/value – The research adds empirical evidence to the literature on the factors that contribute to effective supplier relationships and the customer- and firm-related outcomes of this process. © Emerald Group Publishing Limited 2015 Marketing...

... a profit maximization philosophy. The propositions advocated in this study are a step further to develop our understanding of internationalization of NFP universities. Education Marketing strategy International marketing Terry Wu can be contacted at: terry.wu@uoit.ca © Emerald Group...

... interviews conducted with participants from a variety of industries where they discuss how the Great Recession has affected their businesses, and the resulting impact on marketing. Recession Marketing Innovation Economic cycles Marketing strategy United States of America Organizational performance...

...‐to‐business marketing Industry clusters Marketing strategy Wine industry Chile Wines The concept of agglomeration economies is far from recent. Authors like Von Thünen (1842), and Marshall (1920) are noteworthy for their role in the development of agglomeration economic theories. Marshall...

...Yen Hsu Purpose Taiwanese computer and electronic products possess advantages in design, innovation, rapid response, and global market flexibility. This study aims to examine Taiwanese computer and electronics firms to explore the product marketing strategies they adopted to deal with global...