文章基本信息

标题：Implications of marketing strategy for prospectors, analyzers and defenders
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作者：Basharat Naeem ; Muhammad Musarrat Nawaz ; Muhammad Ishtiaq Ishaq 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2012
卷号：6
期号：4
页码：1527-1531
DOI：10.5897/AJBM11.2294
语种：English
出版社：Academic Journals
摘要：This study investigated the impact of marketing strategy creativity and marketing strategy implementation effectiveness on the performance of the businesses with diverse strategic orientations. A survey questionnaire was used to collect the data from key sales and marketing personnel of business units in diversified industries of Pakistan. Stepwise regression analysis was used to address the question whether or not marketing strategy creativity had stronger impact on business unit performance than marketing strategy implementation effectiveness for prospectors, analyzers, low cost defenders and differentiated defenders. Stunning results were observed that creativity in marketing strategy and its effective execution had either positive/negative or no role in improving performance of the businesses with diverse strategic orientations. Implications for marketing strategists and researchers are presented.
关键词：Marketing strategy creativity; marketing strategy implementation effectiveness; business unit performance; prospector; analyzers; differentiated defenders; Pakistan