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Matching organizational frame of reference and business strategy with contemporary marketing practices

Matching organizational frame of reference and business strategy with contemporary marketing... PurposeThe purpose of this paper is to investigate diversity of marketing practices of firms operating in the same environment, by identifying how management perception and business strategy (BS) fits with the choice of the marketing practice.Design/methodology/approachA model was developed and tested using survey methodology based on three well-validated research instruments. Data were analyzed using the partial least square approach.FindingsThe results showed that different marketing practice were coupled with different frame of reference, as well as different BS. These forces were found to be inter related, and internally coherent, resulting in viable configurational profiles.Research limitations/implicationsThe research is unique and exploratory, and was conducted in three Arabic countries with a small sample size. For these reasons, generalizability is somewhat constrained.Practical implicationsThe findings would help managers to carefully examine the internal logic of their marketing-related profiling; it can be used as an assessment tool, where performance should be enhanced if the variables are coherent.Originality/valueTo author’s knowledge this is the first study that inspect three variables that had been associated with decision making, but not integrated together in a holistic framework to explain marketing diversity. Additionally it identified four viable types of marketing practices with its corresponding frame of reference and BS. Therefore, the paper reports a work in an area not previously researched. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Emerging Markets Emerald Publishing

Matching organizational frame of reference and business strategy with contemporary marketing practices

Abu Farha, Allam
International Journal of Emerging Markets , Volume 11 (4): 17 – Sep 19, 2016
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References (59)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1746-8809
DOI
10.1108/IJoEM-05-2015-0104
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to investigate diversity of marketing practices of firms operating in the same environment, by identifying how management perception and business strategy (BS) fits with the choice of the marketing practice.Design/methodology/approachA model was developed and tested using survey methodology based on three well-validated research instruments. Data were analyzed using the partial least square approach.FindingsThe results showed that different marketing practice were coupled with different frame of reference, as well as different BS. These forces were found to be inter related, and internally coherent, resulting in viable configurational profiles.Research limitations/implicationsThe research is unique and exploratory, and was conducted in three Arabic countries with a small sample size. For these reasons, generalizability is somewhat constrained.Practical implicationsThe findings would help managers to carefully examine the internal logic of their marketing-related profiling; it can be used as an assessment tool, where performance should be enhanced if the variables are coherent.Originality/valueTo author’s knowledge this is the first study that inspect three variables that had been associated with decision making, but not integrated together in a holistic framework to explain marketing diversity. Additionally it identified four viable types of marketing practices with its corresponding frame of reference and BS. Therefore, the paper reports a work in an area not previously researched.

Journal

International Journal of Emerging Markets – Emerald Publishing

Published: Sep 19, 2016

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