Future-focused strategic marketing /

"The business world is changing rapidly, requiring organizations to be more competitive and customer-centric. Applied technologies have provided opportunities for nascent startups to disrupt established business models that hadn't fundamentally changed for decades. Technologies now enable...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Mariadoss, Babu John (Editor ), Echambadi, Raj (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hauppauge : Nova Science Publishers, 2019.
Colección:Marketing and operations management research
Temas:
Marketing.
Strategic planning.
New products.
Organizational behavior.
Planification stratégique.
Comportement organisationnel.
marketing.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Intro
  • Dedication
  • Contents
  • Preface
  • Section 1: Transforming the Organization
  • Section 2: Structure, Culture, and Identity
  • Section 3: Capabilities and Firm Performance
  • References
  • Acknowledgments
  • Section 1. Transforming the Organization
  • Chapter 1
  • Dual Perspectives on the Role of Market Orientation in New Product Development
  • Abstract
  • 1. Introduction
  • 2. Market Orientation: Dual Perspectives
  • 3. Model and Hypotheses
  • 3.1. Effects of Market Driven and Market Driving at the NPD Level
  • 3.2. Market Orientation and Outcomes across Firm and NPD Levels
  • 4. Method
  • 4.1. Context and Data Collection Procedures
  • 4.2. Instrument Development and Pretest
  • 4.3. Measures
  • 4.4. Measure Validation
  • 5. Results
  • 5.1. Hypotheses Testing
  • 6. Discussion
  • Appendix: Measures Used in the Study
  • References
  • Chapter 2
  • Product Orientation to Solution Orientation: A Journey
  • Abstract
  • Introduction
  • Method
  • The Concept of Solutions
  • Roadmap toward Solutions
  • Moving to Solutions Requires Strategic Action
  • Step One
  • Identifying the "Burning Platform"
  • Step Two
  • Deciding on the Right Organizational Structure
  • Step Three
  • Developing and Reinforcing a Customer-Centric Mindset
  • Step Four
  • Segmentation of Customers
  • Step Five
  • Engaging in First Projects with Lead Customers
  • Step Six
  • Developing Adequate Value Propositions
  • Moving to Solutions Requires Smart Implementation
  • Step Seven
  • Systematic Development of Front-End and Project Teams
  • Step Eight
  • Aligning the Back End to Support Solution Selling
  • Step Nine
  • Establishing a Pricing Strategy
  • Step Ten
  • Performance Management
  • Discussion
  • Future Research
  • Conclusion
  • Acknowledgments
  • References
  • Chapter 3
  • Envisioning the Marketing Discipline in the Twenty-First Century: A View from Subsistence Marketplaces
  • Abstract
  • Subsistence Marketplaces
  • Marketing Insights Developed from Subsistence Marketplaces
  • Pathways Forward?
  • Is Marketing Bottom-Up Enough?
  • Is It Enough to Understand What Consumers Want?
  • How Does Marketing Move from Understanding Wants to Aspirations?
  • How Can Marketing Be about More Than Traditional Notions of Production and Consumption?
  • How Can Marketing Be a Hub for Interdisciplinary Perspectives?
  • How Can Pathways Be Created between Marketing Research and Practice?
  • How Can Marketing Have Increased Relevance in the Twenty-First Century?
  • What Does Marketing Have to Offer Development?
  • References
  • Section 2. Structure, Culture and Identity
  • Chapter 4
  • The Strategic Value of Culture: An Integrative Framework for the Role of Organizational Culture in Marketing Strategy
  • Abstract
  • Introduction
  • Multi-Paradigm Assessment of Organizational Culture in Marketing Strategy
  • Systematic Review Process
  • Systematic Review Findings

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