The adoption of strategic marketing and its contribution to the competitive success of New Zealand companies

Over the last decade or so, not only has research from around the world shown the important contribution of a number of basic strategic marketing practices to the achievement of company success, but there has also been a plethora of prescriptive-style books and articles on the subject, and a strong surge of interest in marketing as a means of improving competitiveness at the individual firm level (Brooksbank and Taylor, 1999). Yet another stream of the literature has been concerned with the adoption of the marketing concept; and, depending on the definitions employed (see, for example, Shapiro, 1988; Kohli and Jaworski,...