Arabnarmi, B., Kheybari, S., Amiri Ali Akbar Khani, S. et al. (1 more author) (2024) Integration of organizational, economic and customer-related attributes to prioritize marketing strategies. Journal of Business & Industrial Marketing, 39 (10). pp. 2222-2238. ISSN 0885-8624
Abstract
Purpose
A well-designed marketing strategy is critical for the survival of any company in today’s competitive market. To be formulated and implemented effectively, a marketing strategy must be phased and aligned to levels in the organization. This study aims to advance a three-tier hierarchical framework of marketing strategies, including corporate, business and functional levels. The authors use the proposed framework to select the most appropriate marketing strategy based on the factors relevant to a factory that produces sporting goods.
Design/methodology/approach
The authors conduct a literature review to identify marketing strategies at corporate, business and functional levels. To appraise strategies at the corporate and business levels, the authors use market share as a key criterion. When evaluating functional strategies, the authors use criteria categorized into organizational, economic and customer dimensions. Additionally, the authors conduct interviews to assess strategies at the first level and use the best worst method to appraise strategies at the other two levels.
Findings
The authors use the suggested structure for a company producing sports goods in Iran. According to the results, an offensive approach and customer orientation are the most appropriate strategies at corporate and business levels. Additionally, offensive advertising and managerial capabilities are identified as the best portfolio of strategies and the most important criterion at functional level, respectively.
Originality/value
So far, a specific category of marketing strategies has not been implemented at corporate, business and functional levels. Accordingly, there is not a framework of criteria to evaluate the strategies at each level. The approach is implemented in the case of a sportswear manufacturer in a developing country, where quantitative analysis has been lacking until now.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2024 The Authors. Except as otherwise noted, this author-accepted version of a journal article published in Journal of Business & Industrial Marketing is made available via the University of Sheffield Research Publications and Copyright Policy under the terms of the Creative Commons Attribution 4.0 International License (CC-BY 4.0), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ |
Keywords: | Marketing; Strategy selection; Sports goods; Multi-criteria decision-making (MCDM) |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 29 Nov 2024 18:26 |
Last Modified: | 02 Jan 2025 12:19 |
Status: | Published |
Publisher: | Emerald |
Refereed: | Yes |
Identification Number: | 10.1108/JBIM-06-2023-0356 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:220291 |