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| Tekijä: | Varadarajan, R. Jayachandran, S. |
| Otsikko: | Marketing strategy: an assessment of the state of the field and outlook |
| Lehti: | Journal of the Academy of Marketing Science
1999 : SPRING, VOL. 27:2, p. 120-143 |
| Asiasana: | MARKETING STRATEGY ASSESSMENT CENTRES |
| Kieli: | eng |
| Tiivistelmä: | This article provides an assessment of the state of the field of marketing strategy research and the outlook. Using institutional theory, the authors develop an organizing framework to serve as a road map for assessing research in marketing strategy. Their assessment of the state of the firld based on a review of extant literature suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. |
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