Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Marketing strategy: An assessment of the state of the field and outlook

Marketing strategy: An assessment of the state of the field and outlook This article provides an assessment of the state of the field of marketing strategy research and the outlook. Using institutional theory, the authors develop an organizing framework to serve as a road map for assessing research in marketing strategy. Their assessment of the state of the field based on a review of extant literature suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. Several recent developments in the business world, including deconglomeration and increased organizational focus on managing and leveraging market-based assets such as brand equity and customer equity, suggest that marketing is likely to play a more important role in charting the strategic direction of the firm. However, the theoretical contributions of the field to the academic dialogue on strategy leave much to be desired. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Marketing strategy: An assessment of the state of the field and outlook

Download PDF
24 pages

Loading next page...
 
/lp/springer-journals/marketing-strategy-an-assessment-of-the-state-of-the-field-and-outlook-Rh7MPHrm3l

References (140)

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
10.1177/0092070399272002
Publisher site
See Article on Publisher Site

Abstract

This article provides an assessment of the state of the field of marketing strategy research and the outlook. Using institutional theory, the authors develop an organizing framework to serve as a road map for assessing research in marketing strategy. Their assessment of the state of the field based on a review of extant literature suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. Several recent developments in the business world, including deconglomeration and increased organizational focus on managing and leveraging market-based assets such as brand equity and customer equity, suggest that marketing is likely to play a more important role in charting the strategic direction of the firm. However, the theoretical contributions of the field to the academic dialogue on strategy leave much to be desired.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Mar 1, 1999

Keywords: Market Share; Marketing Strategy; Market Orientation; Strategic Alliance; Strategic Management Journal

There are no references for this article.