This paper investigates the relationships between firm, industry and market-related variables, strategy, strategy implementation and performance for Philippines exporters. The model follows Cavusgil and Zou (1994) with the addition of strategy implementation as a mediating variable between strategy and performance. We conclude that strategy implementation influences performance, both directly, ...

a r t i c l e i n f o A principal challenge confronting the senior marketing team in B2B firms is how to ensure that the marketing strategies they develop are implemented effectively. The literature indicates that mid-level marketing managers' perceptions of the procedural justice within the firm may be critical in this respect. However, there has been little empirical research on this issue. T...

the strategic planning of marketing and the application of marketing strategies for achieving sustainable competitive advantages are of the factors that help the survival of producers of agricultural organic products. although, there are evidences of the growth of organic farming in iran but, there are no useful information and proposals for making marketing strategies in organic production hol...

In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Meanwhile, the variables that can have an impact on customers' purchase behavior have been considered. This study aimed to determine the causal relationship between relationship marketing and purchase behavior of spectators using structural equation modeling. ...

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a lar...

To the best of our knowledge, the international marketing literature has been examining performance exclusively as a dependent variable. In this paper we argue that performance should be investigated as an independent variable. Using survey data of over 400 managers responsible for the main export ventures of Portuguese SMEs (Small and Medium Exporters), this paper shows that past performance p...

As practitioners and industries become more comfortable with the use of social media applications as a marketing tool, social media is becoming ubiquitous. However, social media must be managed just like the rest of media that organizations use to deploy their content and marketing strategy as part of their overall marketing strategy. Nevertheless, scholar research on social media marketing str...

As Sun Tzu says: “Judge advantages when accepting advices, and then, in accordance with that, arrange your forces supplementing them with extraordinary tactics. Forces should be arranged strategically, based on that what gives the advantage.” This though directly points that strategy and tactics need to be developed in the same direction to gain success. This is the application of the research ...