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Do I like my ICON? Determining preferences for firms' mode of strategic focus
Segal Graduate School of Business, Simon Fraser University, Vancouver, Canada.
Department of Marketing, Bentley University, USA.
Luleå University of Technology.
Department of Marketing, University of the Witwatersrand, South Africa.
2007 (English)In: International Journal of Technology Marketing, ISSN 1741-878X, E-ISSN 1741-8798, Vol. 2, no 1, p. 1-18Article in journal (Refereed) Published
Abstract [en]

Whether they intend to or not, firms adopt a strategic mode of focus, a way of directing efforts towards markets, products, both or neither. However, in a fast changing environment, such as South Africa, little information exists on whether managers within these organisations feel that the archetype they have adopted will be appropriate for survival in the near mid-term future. This paper reports on the results of a study that identified the modes of focus of South African firms as perceived by senior marketing managers. It then matches these to the strategic mode that the managers see as most likely to guarantee the future success of their firms. Limitations of the study are identified, implications for management highlighted and avenues for future research discussed.

Place, publisher, year, edition, pages
2007. Vol. 2, no 1, p. 1-18
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-5027DOI: 10.1504/IJTMKT.2007.011583Scopus ID: 2-s2.0-85098242340Local ID: 30c3f0d0-7cb3-11dc-b50c-000ea68e967bOAI: oai:DiVA.org:ltu-5027DiVA, id: diva2:977901
Note

Godkänd; 2007; 20071017 (ysko)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2022-01-14Bibliographically approved

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Pitt, LeylandBerthon, PierrePrinsloo, Melani

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