...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Competing assessments of market-driven, sustainability-centered, and stakeholder-focused approaches to the customer-brand relationships and performance
【24h】

Competing assessments of market-driven, sustainability-centered, and stakeholder-focused approaches to the customer-brand relationships and performance

机译：市场驱动，以可持续性为中心和利益相关者的竞争竞争评估，以客户品牌的关系和表现为重点

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

For over two decades, marketing strategy has centered on the importance of being primarily market-driven to achieve superior customer-brand relationships and firm performance. However, changes in the business environment have prompted some organizations to embrace newer approaches to marketing strategy development, such as being sustainability-centered or stakeholder-focused. Using a competing analysis framework, we assess the marketing performance implications of these three approaches to marketing strategy development (i.e., market-driven, sustainability-centered, and stakeholder-focused) while accounting for other firm and industry effects. The hypotheses are tested using secondary data involving 1716 firms over a four-year period. The results indicate that, in general, placing more emphasis on a broad set of stakeholders (i.e., customers, employees, suppliers, shareholders, communities, and regulators) when developing marketing strategy is more important in achieving superior performance than is engaging in market-driven or sustainability-centered efforts. These findings support previous research that social responsibility associated with a stakeholder-focused strategy has a positive impact on customer-brand relationships resulting in performance. The results also indicate that distinctive marketing strategies exist among tangible product firms, service firms, low/stable tech firms, and hightech firms.
机译：超过二十年，营销策略以主要是市场驱动为实现卓越的客户品牌关系和公司性能的重要性为中心。然而，商业环境的变化促使有些组织接受较新的营销战略发展方法，例如以可持续发展为中心的或利益相关者为重点。使用竞争分析框架，我们评估这三种营销策略开发方法的营销绩效影响（即市场驱动，可持续发展和利益相关者集中于），同时占其他公司和行业的影响。使用涉及1716年的二年期间的二级数据测试假设。结果表明，一般而言，在开发营销策略时，更加强调广泛的利益相关者（即客户，雇员，供应商，股东，社区和监管机构）在实现卓越的性能方面比吸引市场 - 被驱动或可持续的中心努力。这些调查结果支持以前的研究表明与利益相关者专注的战略相关的社会责任对客户品牌关系产生积极影响，导致表现。结果还表明有形产品公司，服务公司，低/稳定技术公司和Hightech公司之间存在独特的营销策略。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号