Petersen, JA, Paulich, JB, Khodakarami, F et al. (2 more authors) (2022) Customer-based Execution Strategy in a Global Digital Economy. International Journal of Research in Marketing, 39 (2). pp. 566-582. ISSN 0167-8116
Abstract
Multinational corporations (MNCs) are continuing to invest more in expanding into new markets around the world. These firms are faced with determining the optimal go-to-market strategy in these heterogeneous new markets to attract and retain profitable customers. This paper provides an organizing framework to help firms develop profitable customer-level strategies across countries in the digital environment. We start by providing a summary of the marketing literature on a customer-based execution strategy. Next, we discuss how the evolving digital landscape is affecting firms’ relationships with customers and describe some of the current digital product and process innovations in the marketplace. We discuss boundary conditions for how these digital product and process innovations might affect profitable customer strategies in a global context. In addition, we discuss implementation challenges that MNCs will likely face in deploying these customer-level strategies and other stakeholders (outside of customers) that will likely play a role in the execution of these customer-level strategies. Finally, we summarize set of research questions to guide future research on customer-level strategies in a global digital context.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2021 Elsevier B.V. All rights reserved. This is an author produced version of an article published in International Journal of Research in Marketing. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Customer-level Strategy; Digital Innovation; Global Marketing Strategy |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 24 Sep 2021 10:36 |
Last Modified: | 19 Apr 2023 00:13 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.ijresmar.2021.09.010 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:178468 |