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The "ICON" archetype: its influence on customer orientation and innovation in South African firms
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
University of the Witwatersrand, Johannesburg.
2007 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 25, no 2, p. 157-174Article in journal (Refereed) Published
Abstract [en]

Purpose - This paper aims to investigate the relationship between a firm's "ICON" archetype, turbulence in its operating environment and its performance. Design/methodology/approach - A questionnaire-based survey of 258 marketing managers in South Africa used a modified ICON scale to identify archetypes, assess perceived turbulence, and measure performance with respect to profitability, market share and growth rate. Findings - The archetype to which a firm conforms depends to some extent on its perception of environmental turbulence, and has an influence on all aspects of its performance. "Isolate" firms tend to under-perform on all measures; "shapers" exhibit significantly higher rates of growth. Research limitations/implications - The limitations are associated with mail surveys, single-respondent bias, and subjective assessment of performance. The study nevertheless demonstrates the validity and usefulness of the ICON matrix and scale, and sets directions for further investigation. Practical implications - Offers a simple yet powerful way for marketing managers and planners to identify their firm's ICON archetype, and illustrates the impact it can have on performance. Originality/value - A managerially useful adaptation of the original ICON scale is applied beyond the conventional setting of North America or Europe, in a challenging managerial environment.

Place, publisher, year, edition, pages
2007. Vol. 25, no 2, p. 157-174
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-5478DOI: 10.1108/02634500710737942Local ID: 397af290-6c29-11dc-89fb-000ea68e967bOAI: oai:DiVA.org:ltu-5478DiVA: diva2:978352
Note
Validerad; 2007; 20070926 (ysko)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-11-24Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
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  • nn-NB
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  • Other locale
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Output format
  • html
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