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Star marketer’s impact on the market strategy choice

descriptionPublicationkeyboard_double_arrow_right Article 15 Dec 2017 Croatia Publisher:Faculty of Economics, University of SplitJournal:Management: Journal of Contemporary Management Issues, volume 22, page 1 (issn: 1331-0194, eissn: 1846-3363, Copyright policy )
Authors: Goran, Vlašić; Hair, Joe F.; Krupka, Zoran;

doi: 10.30924/mjcmi/2017.22.2.1

Star marketer’s impact on the market strategy choice

Abstract

We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market- oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term success, they represent an unnecessary cost and provide no added value to companies focusing on market- driven strategies and short term results.

Country
Croatia
Related Organizations
Keywords

Economics as a science, market orientation, star marketer, HD72-88, market-driven strategy, Economic growth, development, planning, market-driving strategy, market-driving strategy ; market-driven strategy ; star marketer ; market orientation, HB71-74

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    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
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    influence
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    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
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citations
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
1
Average
Average
Average
Green
gold
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