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- Title
Strategic market orientations before and after industry transition: An entrepreneurship perspective.
- Authors
Gray, Gordon T.; Wert-Gray, Stacia
- Abstract
Both marketing and entrepreneurship are recognised as key firm responsibilities, but recent research efforts have generally examined integration of the two fields only in specific contexts. This study, building upon a perspective that views marketing as an entrepreneurial function found in all firms, explores the means by which the marketing function is able to identify and capitalise upon market opportunities. Strategic market orientations, it is suggested, serve to alert marketing entrepreneurs to opportunities by focusing the firm's attention on particular aspects of the firm's environment. A product life cycle framework emphasising a well-defined industry transition point is offered as a framework by which to examine changes in a firm's orientations over time. Future research examining the compatibility of various strategic market orientations within a firm, as well as the role of managerial choice in determining the firm's strategic direction, can complement and expand this research effort.
- Subjects
MARKETING strategy; ENTREPRENEURSHIP; SOCIAL responsibility of business; BUSINESSPEOPLE; PRODUCT life cycle
- Publication
Marketing Review, 2016, Vol 16, Issue 4, p373
- ISSN
1469-347X
- Publication type
Article
- DOI
10.1362/146934716X14636478977953