Strategic Orientation: Market Changer or Market Defender?
Sign Up to like & getrecommendations! Published in 2022 at "Journal of Macromarketing"
DOI: 10.1177/02761467221134024
Abstract: Within a dominant marketing ideology, a firm's strategic orientation is grounded in the exchange of value with potential and existing customers and collaborators. Beyond an overarching value exchange objective, what compels firms to change or… read more here.
Keywords: strategic orientation; ideology; firm strategic; orientation ... See more keywords
EXPRESS: Shaping Strategy in the Digital Age: The Impact of Consumer eWOM on Firm Strategic Emphasis
Sign Up to like & getrecommendations! Published in 2025 at "Journal of Interactive Marketing"
DOI: 10.1177/10949968251352492
Abstract: This research explores how consumer electronic word of mouth (eWOM) influences a firm’s strategic emphasis, focusing on the distinct effects of positive and negative eWOM on value appropriation (e.g., advertising) versus value creation (e.g., R&D).… read more here.
Keywords: consumer ewom; consumer; strategic emphasis; firm strategic ... See more keywords