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Extending the competitive marketing strategy paradigm: The role of strategic reference points theory

Extending the competitive marketing strategy paradigm: The role of strategic reference points theory The purpose of this article is to extend and integrate the new strategic reference points theory (SRP), developed in the strategic management area, into the discipline of strategic marketing management. The major new tenets of the theory are the inclusion of cognitive, organizational processes and benchmarking simultaneously. First, the authors describe the impact of the marketing SRP on marketing strategic choice behavior captured in the tradeoff between risk and return (risk avert vs. risk lover) as was proposed by prospect theory. Then, they explore the performance consequences of integrating the newly formed stages while considering organizational process and implementation issues of reference points such as content, configuration, consensus, and change. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Extending the competitive marketing strategy paradigm: The role of strategic reference points theory

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References (91)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 1999
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070399274004
Publisher site
See Article on Publisher Site

Abstract

The purpose of this article is to extend and integrate the new strategic reference points theory (SRP), developed in the strategic management area, into the discipline of strategic marketing management. The major new tenets of the theory are the inclusion of cognitive, organizational processes and benchmarking simultaneously. First, the authors describe the impact of the marketing SRP on marketing strategic choice behavior captured in the tradeoff between risk and return (risk avert vs. risk lover) as was proposed by prospect theory. Then, they explore the performance consequences of integrating the newly formed stages while considering organizational process and implementation issues of reference points such as content, configuration, consensus, and change.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Sep 1, 1999

Keywords: Marketing; Risk Aversion; Marketing Strategy; Market Orientation; Prospect Theory

There are no references for this article.