... Purpose-driven strategy Strategic innovation Stakeholder value Customer advocacy Transfer (adoption) Long-term value Marketing strategy PIVOTAL Infinity Marketing Canvas Organizations today operate in an environment shaped by unprecedented complexity— shifting stakeholder expectations...

...Liam Fahey Purpose Defines a useful context for the concept of market insight and explains how “small data” can illuminate new pathways to such insight and potentially to better market strategies. Design/methodology/approach Using an illustrative case the article provides a guide...

... technology and strategic opportunities for marketing innovation. Kenneth Alan Grossberg can be contacted at: kengross@waseda.jp © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only big data social marketing marketing strategy marketing...

... and business‐system innovations can dominate the emerging markets they enter. Originality/value The article provides a model showing how companies can fully leverage the opportunities afforded by emerging markets, © Emerald Group Publishing Limited 2012 Emerging markets Marketing...

...Kenneth Alan Grossberg Purpose Indulgent parsimony (IP) was originally proposed as a marketing strategy for selling to recession‐shocked consumers shopping for less costly goods and services that would still give them comfort, relief from stress, and a feeling of money well spent. Given...

... segments, which – although they share much in common – each have particular differences in their set of brand values. Paul Nunes can be contacted at: paul.f.nunes@accenture.com © Emerald Group Publishing Limited 2010 Marketing strategy China Product development Advertising Market...

... of fancy, sights of science fiction, and features of fantasy and fairy tales – were now rendered by computer programs. David W. Norton can be contacted at: davenorton@gostonemantel.com © Emerald Group Publishing Limited 2009 Experience Innovation Individual psychology Brands Marketing...

... processes Cost reduction Supply chain management Marketing strategy The need to manage product complexity is nothing new. For decades, operations managers have urged their CEOs to simplify product lines to cut costs, and marketers have advocated pruning underperforming products from a portfolio...

... the information exchange and increase coordination costs to transfer the new developed skill(s) and competencies from one business unit to another. Heiko Gebauer can be contacted at: heiko.gebauer@unisg.ch © Emerald Group Publishing Limited 2009 Marketing strategy China Market segmentation...

... consumers are switching to netbook microcomputers like the Acer, which costs just $300 and fits into a coat pocket or purse. Kenneth Alan Grossberg can be contacted at: kengross@waseda.jp © Emerald Group Publishing Limited 2009 Marketing strategy Recession Consumption Like...

... value creation logics leads to discovering Blue Oceans. Norman T. Sheehan can be contacted at: Sheehan@Edwards.usask.ca © Emerald Group Publishing Limited 2009 Marketing strategy Value added Business excellence In their landmark 2005 book Blue Ocean Strategy...

... Limited 2008 Business‐to‐business marketing Value chain Marketing strategy Case studies Customer requirements Business formation Here is a five‐step method for discovering a customer's particular strategic needs based on a unique application of value‐chain analysis. [1] Performing...

..., and adopt strategic positions that their customers cannot hope to appreciate or even comprehend. B. Joseph Pine II can be contacted at: bjp2@aol.com © Emerald Group Publishing Limited 2008 Innovation Marketing strategy Value analysis Gunning for a strategic position...

..., ideally in a low‐risk, predictable way [3] . It is very difficult to push a genuinely new idea through specialized processes and metrics designed to enable low‐risk, well understood, and incremental product improvements. Niche marketing Business development Organic organizations Marketing strategy...

... higher concentration among young, upper income and urban consumers. Additionally, 70 percent of these consumers were currently consuming only two competitive products: Bud and Heineken. Beer Marketing strategy Competitiveness Market segmentation Product positioning In the beer business...

... the process of inventing a competitor varies, depending upon the context and purpose, it typically has five elements: how the competitor might come to be; what its strategy might be; how it might execute its strategy; why it might win or fail; and the strategy implications for our firm. Marketing strategy...