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

Article 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. (Reprinted by permission of the publisher.)

Market Research, Marketing management

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Product portfolio analysis and market share objectives: an exposition of certain underlying relationships

Article Abstract:

Market share plays a central role in a number of portfolio planning models. This article presents an exposition of the underlying relationship between market share, market size, market growth rate, product sales volume, and product sales growth rate. Three constructs - the market share multiplier, the physical volume multiplier, and the dollar volume multiplier - which aid in the strategic analysis of the product portfolio are proposed. The linkages between inter-related growth constructs such as the volumetric and dollar sales growth rate, and the nominal and real dollar sales growth rate are discussed. Certain generalizations regarding market share and its sensitivity to various environmental conditions are highlighted. (Reprinted by permission of the publisher.)

Strategic planning (Business), Market share

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Success-producer and failure-preventer marketing skills: a social learning theory interpretation

Article Abstract:

This study examines organizations that emphasize differing types of marketing skills. It is based on a national survey of Health Maintenance Organizations. The organizations are first classified into groups based on their distinctive marketing skill configurations. Six groups were identified. Next, differences between these organization types are examined with respect to strategy, characteristics of the chief marketing executive, organizational environment, and performance. These results suggest that more successful organizations develop particular constellations of marketing skills. The results generally appear consistent with a social learning theory perspective on marketing skill development. (Reprinted by permission of the publisher.)

Methods, Marketing, Health maintenance organizations, Social learning

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