Combining corporate and marketing strategy for global competitiveness

Authors: White, D Steven; Griffith, David A

Source: Marketing Intelligence & Planning, Volume 15, Number 4, 1997 , pp. 173-178(6)

Publisher: Emerald Group Publishing Limited

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Abstract:

Outlines effective corporate strategy-marketing strategy relationships in the context of a behavioural segmentation framework for competing in the global marketplace. Evaluates standard, local and regional market strategies in conjunction with cost-based, customer-based and innovation-based corporate strategies. Highlights key corporate strategy-marketing strategy combinations in a global strategic marketing decision tree. These combinations enhance an organization's ability to compete effectively in global consumer markets. Utilizes corporate examples to emphasize the effectiveness of these combinations. The premiss of this paper is that corporate strategy drives marketing strategy. Concludes that by recognizing the complex interrelationships between corporate and marketing strategy, organizations may achieve global strategic competitiveness.

Keywords: Competitive Advantage; Consumer Marketing; Corporate Image; Global Marketing; Strategic Marketing; Target Marketing

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02634509710185289

Publication date: 1997-04-01

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