STAR MARKETER’S IMPACT ON THE MARKET STRATEGY CHOICE
STAR MARKETER’S IMPACT ON THE MARKET STRATEGY CHOICE
Author(s): Goran Vlašić, Joe Hair, Zoran KrupkaSubject(s): Business Economy / Management, Evaluation research, Marketing / Advertising, Socio-Economic Research
Published by: Ekonomski fakultet Sveučilišta u Splitu
Keywords: market-driving strategy; marketdriven strategy; star marketer; market orientation;
Summary/Abstract: We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term success, they represent an unnecessary cost and provide no added value to companies focusing on market-driven strategies and short term results.
Journal: Management - Journal of Contemporary Management Issues
- Issue Year: 22/2017
- Issue No: 2
- Page Range: 1-14
- Page Count: 14
- Language: English
