Abstract
In the Miles and Snow typology (1978), three successful strategic orientations, the Prospector, Defender, and Analyzer are hypothesized to outperform firms without a strategic orientation (the Reactor). Adoption of a strategic orientation sets the overall direction for determining how a business will compete. Functional units respond to the direction set in the business strategy. For the marketing organization, this set of responses focuses on develo** the product-market domain (Miles and Snow 1978). To successfully develop selected product markets, the development of distinctive competencies in areas such as product development, pricing, service, distribution, and promotion are needed to achieve the strategic goals of the organization (Walker and Ruekert 1987).
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References
Miles, Raymond E. and Charles C. Snow, ( 1978), Organizational Strategy, Structure and Process, New York: McGraw Hill.
Walker, Orville C and Robert W. Ruekert (1987), "Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework," Journal of Marketing, 51, 15-33.
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Vorhies, D.W., Rao, C.P. (2015). Development of a Multi-Attribute Scale for Assessing Marketing Effectiveness. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_87
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DOI: https://doi.org/10.1007/978-3-319-13162-7_87
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