Industry structure in marketing strategy and brand performance

O'Cass, Aron, Weerawardena, Jay and Julian, Craig (2004). Industry structure in marketing strategy and brand performance. In: Jim Wiley and Peter Thirkell, Marketing Accountabilities and Responsibilities: ANZMAC 2004 Conference Proceedings. ANZMAC 2004: Australian and New Zealand Marketing Academy Conference, Wellington, New Zealand, (1-9). 29 November-1 December 2004.


Author O'Cass, Aron
Weerawardena, Jay
Julian, Craig
Title of paper Industry structure in marketing strategy and brand performance
Conference name ANZMAC 2004: Australian and New Zealand Marketing Academy Conference
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Proceedings title Marketing Accountabilities and Responsibilities: ANZMAC 2004 Conference Proceedings
Place of Publication Wellington, N.Z.
Publisher ANZMAC
Publication Year 2004
Sub-type Fully published paper
ISBN 0475222151; 9780475122148; 0475122143
Editor Jim Wiley
Peter Thirkell
Start page 1
End page 9
Total pages 9
Collection year 2004
Language eng
Formatted Abstract/Summary
A manager’s perception of their industry environment has the potential to impact the firms marketing strategy. This may be particularly so with regard to perceptions driving a firm’s market focused learning and marketing capability. This paper theorizes that firms operating within a competitive industry environment tend to build superior market focused learning capabilities which in turn enable them to build superior marketing capabilities. Both market learning and marketing capabilities lead to higher brand performance. The results largely support the hypothesized relationship suggesting the need to examine other firm-specific factors driving the capability-building activity.
Subjects E1
350204 Marketing and Market Research
720401 Marketing
Keyword Industry environment
Organisational learning
Innovation
Market strategy
Q-Index Code E1
Additional Notes CD-ROM proceedings

 
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Created: Thu, 23 Aug 2007, 19:17:48 EST