Original paper
The impact of internal, external, and competitor factors on marketing strategy performance
Abstract
Strategy formulation is commonly understood as the match between a firm’s internal resources and skills and its external environment. Marketing strategy performance is the function of a dynamic, interactive process incorporating internal firm resources, external environmental factors, and competitive actions. The study aims to assess the impact of competitor actions on marketing strategy performance. We develop a model that accommodates the...
Paper Details
Title
The impact of internal, external, and competitor factors on marketing strategy performance
Published Date
May 2, 2019
Volume
28
Issue
7
Pages
639 - 658
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Notes
History