We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
STRATEGIC MARKETING VARIABLES UNDER CONDITIONS OF COMPETITIVE BIDDING.
- Authors
Slatter, Stuart St. P.
- Abstract
Firms that obtain orders through frequent competitive bidding often fail to realize that the analysis required for making strategic marketing decisions is quite different from that for firms where competitive bidding is absent. This article presents a conceptual framework, the bidding pyramid, for understanding the interrelationships between the six major internal variables that management should adjust if optimal performance is to be achieved. The framework has been derived as the result of research undertaken in the U.K. construction industry.
- Subjects
UNITED Kingdom; LETTING of contracts; DECISION making; MARKETING strategy; CONSTRUCTION industry; COMPETITION; BRITISH corporations; FINANCIAL performance; INTERORGANIZATIONAL relations
- Publication
Strategic Management Journal (John Wiley & Sons, Inc.) - 1980 to 2009, 1990, Vol 11, Issue 4, p309
- ISSN
0143-2095
- Publication type
Article
- DOI
10.1002/smj.4250110406