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Title Future-focused strategic marketing / [edited by] Babu John Mariadoss, Raj Echambadi
Published Hauppauge : Nova Science Publishers, 2019
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Description 1 online resource
Series Marketing and operations management research
Contents 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
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
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
Summary "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 work to be separated from time and space. Technologies have also made certain occupations obsolete while creating new ones. In this changing landscape marked by hyper-competition, firms are looking for new ways to operate and manage their strategies in order to remain extremely agile, nimble, and customer-centric. Inherently, strategic marketing fuses theoretical rigor with relevance to the real world. Marketing strategies informed through insights based on quality academic research help firms develop relevant organization-wide initiatives for both enhanced value creation and subsequent value capture thereby providing bottom-line impact. The goal of 'Future-Focused Strategic Marketing' is to bring together academic and practitioner audiences in order to highlight key strategic choices for firms operating in the changed landscape. So the focus is not only on the specific marketing activities performed by the firm utilizing their capabilities, but also relevant organizational adjustments and shifts that need to be performed in order to ensure success of firm strategies in a wide variety of contexts. 'Future-Focused Strategic Marketing' is positioned as an introductory use-inspired primer in Strategic Marketing for a variety of audiences. We intend this book to stimulate novel ideas in marketing strategy scholars including doctoral students to help create cutting-edge research agendas that help shape both firm strategies and public policies. Marketing practitioners will find the relevance of the book appealing as it helps firms to both execute and sustain value in the longer-term. This focus on rigorous and relevant research has inspired the themes for the various book chapters including (i) transforming the organization, (ii) examining structure, culture, and identity issues, and (iii) specifying the relationship between capabilities and performance"-- Provided by publisher
Bibliography Includes bibliographical references and index
Notes Print version record and CIP data provided by publisher; resource not viewed
Subject Marketing.
New products.
Organizational behavior.
Strategic planning.
Marketing.
New products.
Organizational behavior.
Strategic planning.
Form Electronic book
Author Echambadi, Raj, editor.
Mariadoss, Babu John, editor.
LC no. 2019036700
ISBN 1536161675
9781536161670