10 papers analyzed
These studies suggest that marketing strategy research faces challenges but offers opportunities for new knowledge, and an integrated strategic planning approach can address current limitations and guide future advancements.
Marketing strategy is a critical component of strategic marketing, central to both academic research and practical application. It encompasses the planning and execution of marketing activities to achieve specific business objectives, often involving the creation, communication, and delivery of value to customers. This synthesis examines the current state of marketing strategy research, highlighting key insights and emerging trends.
Conceptualization and Frameworks:
Challenges and Opportunities:
Strategic Fit and Environment:
Emerging Trends and Future Directions:
Educational Implications:
The research on marketing strategy highlights the importance of a well-defined strategic planning framework and the need for a strong fit between the firm and its environment. While significant progress has been made in conceptual and empirical research, there are still opportunities to develop new theories and improve practical relevance. Emerging trends suggest a more prominent role for marketing in strategic decision-making, and there is a call for better integration of strategic elements in marketing education.
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