The Experts below are selected from a list of 360 Experts worldwide ranked by ideXlab platform
Neil A Morgan - One of the best experts on this subject based on the ideXlab platform.
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Research in Marketing Strategy
Journal of the Academy of Marketing Science, 2019Co-Authors: Neil A Morgan, Kimberly A. Whitler, Hui Feng, Simos ChariAbstract:Marketing Strategy is a construct that lies at the conceptual heart of the field of strategic Marketing and is central to the practice of Marketing. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of Marketing Strategy and use this lens to assess the current state of Marketing Strategy research by examining the papers in the six most influential Marketing journals over the period 1999 through 2017. We uncover important challenges to Marketing Strategy research—not least the increasingly limited number and focus of studies, and the declining use of both theory and primary research designs. However, we also uncover numerous opportunities for developing important and highly relevant new Marketing Strategy knowledge—the number and importance of unanswered Marketing Strategy questions and opportunities to impact practice has arguably never been greater. To guide such research, we develop a new research agenda that provides opportunities for researchers to develop new theory, establish clear relevance, and contribute to improving practice.
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commentary on shelby hunt s the theoretical foundations of strategic Marketing and Marketing Strategy foundational premises r a theory three fundamental strategies and societal welfare
Journal of The Knowledge Economy, 2015Co-Authors: Neil A MorganAbstract:Resource-Advantage theory has been an important addition to the Marketing literature generally, and the Marketing Strategy literature in particular. Twenty years after its introduction, this paper explores R-A theory in the context of Marketing Strategy research and considers three main issues. First, while R-A theory has clearly been impactful, why it has not been relatively more impactful. Second, it identifies and elaborates on some important Marketing Strategy phenomena and questions that have not been explicitly addressed by R-A theory. Third, it offers some suggestions for the further development of R-A theory.
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export Marketing Strategy implementation export Marketing capabilities and export venture performance
Journal of the Academy of Marketing Science, 2012Co-Authors: Neil A Morgan, Constantine S. Katsikeas, Douglas W VorhiesAbstract:Since exporting is the most popular mechanism by which firms engage with international markets, understanding the drivers of export market performance is key to explaining firms’ international competitiveness. The literature posits that the effective implementation of planned export Marketing Strategy is a key determinant of the performance of firms operating in international markets. Yet little is known about the specific nature and drivers of export Marketing Strategy implementation effectiveness. In this study we build on the implementation literature in Marketing and strategic management to develop a new conceptualization of export Marketing Strategy implementation effectiveness. Drawing on dynamic capabilities theory, we empirically examine the export Marketing capability antecedents and performance consequences of export Marketing Strategy implementation effectiveness in the context of manufacturing firms that are exporting to international markets. Results indicate that effective implementation of planned export Marketing Strategy contributes to export market and financial performance, and that Marketing capabilities play an important role in enabling effective Marketing Strategy implementation in export venture operations.
Leonidas C. Leonidou - One of the best experts on this subject based on the ideXlab platform.
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resources and capabilities as drivers of hotel environmental Marketing Strategy implications for competitive advantage and performance
Tourism Management, 2013Co-Authors: Leonidas C. Leonidou, Constantinos N Leonidou, Thomas Fotiadis, Athina ZeritiAbstract:Building on the resource-based view, we develop a model of drivers and outcomes of environmentally friendly Marketing strategies in the Greek hotel sector. Data collected from 152 hotels reveal that possessing sufficient physical and financial resources is instrumental in achieving effective green Marketing strategies. In addition, shared vision and technology sensing/response capabilities help develop a sound environmentally friendly Marketing Strategy. In turn, the adoption of such a Strategy is conducive to obtaining competitive advantage, which subsequently increases the potential to achieve superior market and financial performance. Furthermore, the study finds that the effect of environmental Marketing Strategy on competitive advantage is stronger in the case of intense competitive situations, while market dynamism has no moderating effect on this association. Several implications can be drawn from the study findings for both corporate and public policy makers and interesting directions for future research are provided.
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standardization versus adaptation of international Marketing Strategy an integrative assessment of the empirical research
International Business Review, 2003Co-Authors: Marios Theodosiou, Leonidas C. LeonidouAbstract:Abstract Despite 40 years of debate on international Marketing Strategy standardization vs adaptation, extant empirical research is too fragmented to yield clear insights. Based on an integrative analysis of 36 studies centering around Strategy standardization/adaptation, its antecedents, and performance outcomes, this stream of research was found to be characterized by non-significant, contradictory, and, to some extent, confusing findings attributable to inappropriate conceptualizations, inadequate research designs, and weak analytical techniques. The central conclusion that stems from this analysis is that the decision whether to standardize or adapt the Marketing Strategy to achieve superior business performance will largely depend on the set of circumstances that a firm is confronted by within a particular foreign market at a specific period of time.
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Marketing Strategy determinants of export performance a meta analysis
Journal of Business Research, 2002Co-Authors: Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed SamieeAbstract:Abstract Identifying the Marketing Strategy elements that influence export performance has been the subject of sizeable empirical research. However, the findings reported in the literature are characterized by fragmentation and diversity, limiting theory development, and improvement of management practice in the field. This article aims to synthesize extant knowledge on the subject based on a meta-analysis of empirical studies on the export Marketing Strategy–performance relationship. The assessment reveals that: (a) although many Marketing Strategy variables demonstrate positive effects on overall export performance, the relationship is not always significant; (b) of the export performance measures examined in various studies, stronger effects are observed in relation to export proportion of sales; and (c) time of study, geographic focus, and product type had a limited impact on the effect of Marketing Strategy elements on export performance. Implications for export management and future research are discussed.
Fazal Akbar - One of the best experts on this subject based on the ideXlab platform.
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niche Marketing Strategy framework for smes a conceptual framework
Social Science Research Network, 2017Co-Authors: Fazal Akbar, Abdul Jalil Omar, Fazli Wadood, Wan Zahari Wan YusoffAbstract:As the research shows that small and medium enterprises are comprising of more than 90% of the business around the world. In the developing countries SMEs contribute to the GDP, poverty alleviation, creating jobs, and have many other benefits which are crucial. According to their significance to country side, human side, SMEs needs to be successful to improve the both sides. The niche Marketing Strategy is one of the most successful Strategy applied by different companies around the world. And those who are using the Strategy are enjoying the success of their organizations. For SMEs the niche Marketing Strategy is beneficial because the owner or manger can build a good relation with the consumers and suppliers. A good relationship is necessary for sale purpose and for reputation building.
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the niche Marketing Strategy constructs elements and its characteristics a review of the relevant literature
Social Science Research Network, 2017Co-Authors: Fazal Akbar, Abdul Razak Bin Omar, Fazli WadoodAbstract:This paper is based on the premise that it is important to understand what niche Marketing is; what its elements are, and also to know about the characteristics of niche Marketing Strategy. Essentials elements for a niche Marketing Strategy include segmentation, and positioning. The main purpose of the niche Marketing is profitability, adherence to the Marketing concept, relationship Marketing practices, and building company reputation based on long term mutual benefit with its customers. Small firm must incorporate these ideas and become guerrilla marketers to compete successfully in markets dominated by much larger companies. To overcome these problems and potentially make effective use of niche Marketing as a Marketing Strategy, the literature needs to advance a common definition, comprehensible elements, and most certainly common characteristics.
Fazli Wadood - One of the best experts on this subject based on the ideXlab platform.
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niche Marketing Strategy framework for smes a conceptual framework
Social Science Research Network, 2017Co-Authors: Fazal Akbar, Abdul Jalil Omar, Fazli Wadood, Wan Zahari Wan YusoffAbstract:As the research shows that small and medium enterprises are comprising of more than 90% of the business around the world. In the developing countries SMEs contribute to the GDP, poverty alleviation, creating jobs, and have many other benefits which are crucial. According to their significance to country side, human side, SMEs needs to be successful to improve the both sides. The niche Marketing Strategy is one of the most successful Strategy applied by different companies around the world. And those who are using the Strategy are enjoying the success of their organizations. For SMEs the niche Marketing Strategy is beneficial because the owner or manger can build a good relation with the consumers and suppliers. A good relationship is necessary for sale purpose and for reputation building.
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the niche Marketing Strategy constructs elements and its characteristics a review of the relevant literature
Social Science Research Network, 2017Co-Authors: Fazal Akbar, Abdul Razak Bin Omar, Fazli WadoodAbstract:This paper is based on the premise that it is important to understand what niche Marketing is; what its elements are, and also to know about the characteristics of niche Marketing Strategy. Essentials elements for a niche Marketing Strategy include segmentation, and positioning. The main purpose of the niche Marketing is profitability, adherence to the Marketing concept, relationship Marketing practices, and building company reputation based on long term mutual benefit with its customers. Small firm must incorporate these ideas and become guerrilla marketers to compete successfully in markets dominated by much larger companies. To overcome these problems and potentially make effective use of niche Marketing as a Marketing Strategy, the literature needs to advance a common definition, comprehensible elements, and most certainly common characteristics.
Douglas W Vorhies - One of the best experts on this subject based on the ideXlab platform.
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export Marketing Strategy implementation export Marketing capabilities and export venture performance
Journal of the Academy of Marketing Science, 2012Co-Authors: Neil A Morgan, Constantine S. Katsikeas, Douglas W VorhiesAbstract:Since exporting is the most popular mechanism by which firms engage with international markets, understanding the drivers of export market performance is key to explaining firms’ international competitiveness. The literature posits that the effective implementation of planned export Marketing Strategy is a key determinant of the performance of firms operating in international markets. Yet little is known about the specific nature and drivers of export Marketing Strategy implementation effectiveness. In this study we build on the implementation literature in Marketing and strategic management to develop a new conceptualization of export Marketing Strategy implementation effectiveness. Drawing on dynamic capabilities theory, we empirically examine the export Marketing capability antecedents and performance consequences of export Marketing Strategy implementation effectiveness in the context of manufacturing firms that are exporting to international markets. Results indicate that effective implementation of planned export Marketing Strategy contributes to export market and financial performance, and that Marketing capabilities play an important role in enabling effective Marketing Strategy implementation in export venture operations.
