The study presents a decision support system, called path marketing analysis, which can help managers to utilize their market knowledge and experience to develop more effective market share growth plans in mature business markets. Through treating marketing mix elements in a hierarchical fashion, the approach identifies key drivers of market share change and then uses this information to uncove...

In this research, the authors extend previous work in international marketing by analyzing the relationship among past performance, marketing strategy adaptation, and current period performance. The impact of internal (management) and external (market) forces on marketing mix adaptation and current export performance is also considered. A survey of over 500 export managers indicates that curren...

Many marketing scholars have seriously debated the status of marketing as a discipline and in the corporate practice (see for example the special issue of Journal of Marketing, October 2005). Have marketing scholars specialised excessively on narrow perspectives and thus failed to look at the bigger picture in theory and practice? Consequently, it is no wonder that this main theme of the EMAC 2...