Marketing strategy: An assessment of the state of the field and outlook Academic Article uri icon


  • This article provides an assessment of the state of the field of marketing strategy research and the outlook. Using institutional theory, the authors develop an organizing framework to serve as a road map for assessing research in marketing strategy. Their assessment of the state of the field based on a review of extant literature suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. Several recent developments in the business world, including deconglomeration and increased organizational focus on managing and leveraging market-based assets such as brand equity and customer equity, suggest that marketing is likely to play a more important role in charting the strategic direction of the firm. However, the theoretical contributions of the field to the academic dialogue on strategy leave much to be desired. Copyright © 1999 by Academy of Marketing Science.

author list (cited authors)

  • Varadarajan, P. R., & Jayachandran, S.

citation count

  • 213

publication date

  • March 1999