Do Strategy Frameworks Apply In The United-States And Abroad

    Authors

    M. H. Morris;L. F. Pitt

    Comments

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    Abbreviated Journal Title

    Ind. Mark. Manage.

    Keywords

    Business; Management

    Abstract

    This article examines the major ways in which strategies are classified and used in marketing. The role of classification is reviewed, and nine of the strategy classification frameworks commonly cited in the literature are described. An attempt is made to determine whether or not marketing executives actually employ the strategy frameworks, and the extent to which they pursue particular strategies. Results are reported of two surveys, one each directed at samples of American and South African managers. Based on the findings, managerial implications are drawn and suggestions are made for further research.

    Journal Title

    Industrial Marketing Management

    Volume

    22

    Issue/Number

    3

    Publication Date

    1-1-1993

    Document Type

    Article

    Language

    English

    First Page

    215

    Last Page

    221

    WOS Identifier

    WOS:A1993LP49300008

    ISSN

    0019-8501

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