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Issues in conducting marketing strategy research
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In this article, the authors review some key considerations in conducting marketing strategy research and offer recommendations for how they may be resolved, and provide recommendations for the most effective research to address marketing strategy issues.Abstract:
Marketing, as an academic discipline, is becoming more and more concerned with strategic issues. Indeed, numerous theoretical articles concerning marketing strategy issues have won awards in the Journal of Marketing in recent years. However, empirical testing of these theories has been less frequent. Difficulties in designing effective research to address marketing strategy issues may be a significant reason for this situation. This paper reviews some key considerations in conducting marketing strategy research and offers recommendations for how they may be resolved.read more
Citations
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The four levels of loyalty and the pivotal role of trust: a study of online service dynamics
Lloyd C. Harris,Mark M.H. Goode +1 more
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Leadership style, organizational culture and performance: empirical evidence from UK companies
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Developing a customer value-based theory of the firm
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The Psychological Capital of Chinese Workers: Exploring the Relationship with Performance
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The Positive Effect of a Market Orientation on Business Profitability
Stanley F. Slater,John C. Narver +1 more
TL;DR: In this paper, a replication of Narver and Slater's (1990) finding of a positive relationship between market orientation and business profitability is retested in a broad sample of product and service businesses operating in a variety of industries.
References
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Journal ArticleDOI
A Paradigm for Developing Better Measures of Marketing Constructs
TL;DR: A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers deal with marketing as discussed by the authors.
Journal ArticleDOI
The Effect of a Market Orientation on Business Profitability
John C. Narver,Stanley F. Slater +1 more
TL;DR: In this paper, the authors have been observing for more than three decades that business performance is affected by market orientation, yet to date there has been no valid measure of market orientation.
Journal ArticleDOI
Market orientation: Antecedents and consequences
TL;DR: In this paper, the authors address three questions: (1) Why are some organizations more market-oriented than others? (2) What effect does a market orientation have on employees and business performance? (3) D...
Journal ArticleDOI
Market orientation: The construct, research propositions, and managerial implications.
TL;DR: The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept as mentioned in this paper, and the authors synthesize extant knowledge on the subject and pro-pose a knowledge-based approach.
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