Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
The Market Share Impact Of The Fit Between Market Leadership Efforts And Overall Strategic Aggressiveness, Larry P. Pleshko, Richard A. Heiens
The Market Share Impact Of The Fit Between Market Leadership Efforts And Overall Strategic Aggressiveness, Larry P. Pleshko, Richard A. Heiens
Faculty Publications
The current study takes a contingency theory approach to the relationship between market leadership and a variety of marketing strategy concepts making up a firm’s strategic profile, including a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and market orientation. The results of the study support this approach, showing that at least six of the seven strategic contingency combinations exhibit a significant relationship to market share. Utilizing a sample drawn from the financial services industry, it is found that firms possessing a recommended “fit”, as when market leader firms exhibit …
A Contingency Theory Approach To Market Orientation And Related Marketing Strategy Concepts: Does Fit Relate To Profit Performance?, Richard A. Heiens, Larry P. Pleshko
A Contingency Theory Approach To Market Orientation And Related Marketing Strategy Concepts: Does Fit Relate To Profit Performance?, Richard A. Heiens, Larry P. Pleshko
Faculty Publications
With a focus on the financial services industry, the current study takes a contingency theory approach to the relationships between market orientation and a variety of marketing strategy concepts, including profitability, a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and strategic marketing initiative. Data for the study were gathered from a survey of chief executives from credit unions in the U.S. The results of the study are mixed. In particular, the findings suggest that despite the perceptions of management, it is the less aggressive and less costly approaches to …