Combining corporate and marketing strategy for global competitiveness Academic Article

abstract

• Outlines effective corporate strategymarketing strategy relationships in the context of a behavioural segmentation framework for competing in the global marketplace. Evaluates standard, local and regional market strategies in conjunction with costbased, customerbased and innovationbased corporate strategies. Highlights key corporate strategymarketing strategy combinations in a global strategic marketing decision tree. These combinations enhance an organizations ability to compete effectively in global consumer markets. Utilizes corporate examples to emphasize the effectiveness of these combinations. The premiss of this paper is that corporate strategy drives marketing strategy. Concludes that by recognizing the complex interrelationships between corporate and marketing strategy, organizations may achieve global strategic competitiveness.

authors

• Griffith, David

published proceedings

• Marketing Intelligence & Planning

author list (cited authors)

• White, D. S., & Griffith, D. A.

citation count

• 6

complete list of authors

• White, D Steven||Griffith, David A

publication date

• July 1997

publisher

• Emerald  Publisher

published in

• Marketing Intelligence and Planning  Journal

Digital Object Identifier (DOI)

• 10.1108/02634509710185289

start page

• 173

end page

• 178

volume

• 15

issue

• 4

URL

• http://dx.doi.org/10.1108/02634509710185289