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Journal of the Academy of Marketing Science

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01.03.2007 | Original Empirical Research

On the importance of matching strategic behavior and target market selection to business strategy in high-tech markets

verfasst von: Stanley F. Slater, G. Tomas M. Hult, Eric M. Olson

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2007

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Abstract

Business strategy is fundamentally concerned with the actions required to create superior customer value in the firm’s target markets with the ultimate goal of achieving superior performance. Marketing theory suggests that two critical marketing activities required to achieve this end are: (1) the adoption of appropriate strategic behaviors (i.e., customer-oriented, competitor-oriented, technology-oriented) and (2) targeting of the appropriate market segments (i.e., innovators, early adopters, early majority, late majority, laggards). This study builds on prior research which demonstrates that the strategic behavior—firm performance relationship is contingent on the firm’s strategy by examining this relationship in high tech markets and by considering the incremental contribution of appropriate target market selection. Responses from 160 senior marketing managers in high-tech firms reveal strong support for our framework. Thus, this study provides useful guidance to executives and managers in high-tech firms regarding the steps that they should take to increase their probability of success.

Vorheriger Artikel New and improved! A look at the future

Nächster Artikel Capabilities and financial performance: the moderating effect of strategic type

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We are grateful to a reviewer for suggesting this refinement.

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Titel: On the importance of matching strategic behavior and target market selection to business strategy in high-tech markets
verfasst von: Stanley F. Slater
G. Tomas M. Hult
Eric M. Olson
Publikationsdatum: 01.03.2007
Verlag: Kluwer Academic Publishers-Plenum Publishers
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 1/2007
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-006-0002-4

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