Tracing Emergent Processes in Marketing Strategy Formation
Tracing Emergent Processes in Marketing Strategy Formation
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DOI：
10.1177/002224298805200102
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发表时间：
1988-01
影响因子：
12.9
通讯作者：
M. Hutt;Peter H. Reingen;John R. Ronchetto
中科院分区：
文献类型：
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作者：
M. Hutt;Peter H. Reingen;John R. Ronchetto
虽然在新兴的战略营销概念中采用了过程视角，但在营销战略研究中很少关注过程问题。利用探索性案例研究方法与网络分析相结合，作者追踪了营销战略形成中的紧急过程，并确定了关键的组织参与者。自主战略行为的概念被探索并与企业的战略营销过程联系起来。强调了关键的管理和研究意义。
Though a process perspective has been adopted in emerging conceptualizations of strategic marketing, little attention has been given to process issues in marketing strategy research. Using an exploratory case research approach in conjunction with network analysis, the authors trace emergent processes in marketing strategy formation and identify key organizational players. The concept of autonomous strategic behavior is explored and linked to strategic marketing processes in the firm. Key managerial and research implications are highlighted.