Future-Focused Strategic Marketing



Series: Marketing and Operations Management Research
BISAC: BUS043000

The business world is changing rapidly, requiring organizations to be more competitive and customer-centric. Applied technologies have provided opportunities for nascent startups to disrupt established business models that hadn’t fundamentally changed for decades. Technologies now enable work to be separated from time and space. Technologies have also made certain occupations obsolete while creating new ones. In this changing landscape marked by hyper-competition, firms are looking for new ways to operate and manage their strategies in order to remain extremely agile, nimble, and customer-centric.

Inherently, strategic marketing fuses theoretical rigor with relevance to the real world. Marketing strategies informed through insights based on quality academic research help firms develop relevant organization-wide initiatives for both enhanced value creation and subsequent value capture thereby providing bottom-line impact. The goal of ‘Future-Focused Strategic Marketing’ is to bring together academic and practitioner audiences in order to highlight key strategic choices for firms operating in the changed landscape. So the focus is not only on the specific marketing activities performed by the firm utilizing their capabilities, but also relevant organizational adjustments and shifts that need to be performed in order to ensure success of firm strategies in a wide variety of contexts.

‘Future-Focused Strategic Marketing’ is positioned as an introductory use-inspired primer in Strategic Marketing for a variety of audiences. We intend this book to stimulate novel ideas in marketing strategy scholars including doctoral students to help create cutting-edge research agendas that help shape both firm strategies and public policies. Marketing practitioners will find the relevance of the book appealing as it helps firms to both execute and sustain value in the longer-term. This focus on rigorous and relevant research has inspired the themes for the various book chapters including (i) transforming the organization, (ii) examining structure, culture, and identity issues, and (iii) specifying the relationship between capabilities and performance.
(Imprint: Nova)

Table of Contents

Table of Contents


Chapter 1. Dual Perspectives on the Role of Market Orientation in New Product Development
(Jean L. Johnson and Babu John Mariadoss, Department of Marketing, Washington State University, Pullman, WA, US)

Chapter 2. Product Orientation to Solution Orientation: A Journey
(Deva Rangarajan and Caroline Baert, Associate Professor in Marketing, College of Business, Ball State University, Whitinger, Muncie, IN US, and others)

Chapter 3. Envisioning the Marketing Discipline in the Twenty-First Century: A View from Subsistence Marketplaces
(Madhu Viswanathan and Roland Gau, University of Illinois, Urbana-Champaign, Champaign, IL, US, and others)

Chapter 4. The Strategic Value of Culture: An Integrative Framework for the Role of Organizational Culture in Marketing Strategy
(Brandon M. Gustafson and Nadia Pomirleanu, Management and Marketing Department, Oakland University, Rochester, MI, US, and others)

Chapter 5. Rebranding: Review, Conceptualization, and Research Propositions
(Richie L. Liu, David E. Sprott, Jeff Joireman and Eric R. Spangenberg, School of Marketing and International Business, Oklahoma State University, Stillwater, OK, US, and others)

Chapter 6. Growing by Divesting: A Multi-Theory Perspective on the Divestiture Behaviors of Conglomerate Diversified Firms
(Rajan Varadarajan, J. Chris White and Satish Jayachandran, Department of Marketing, Texas A&M University, College Station, TX, US, and others)

Chapter 7. Organizational Improvisation, Market Orientation, and Performance Implications in Varying Industry Conditions
(Kelly D. Martin, Jean L. Johnson and Amit Saini, Department of Marketing, Colorado State University
Fort Collins, CO, US, and others)

Chapter 8. Product Line Technology Strategies and Firm Survival in High-Technology Environments
(Kumar R. Sarangee, Associate Professor in Marketing, Santa Clara University, Santa Clara, CA, US)

Chapter 9. The Effects of Community-Based New Product Development Strategies on Project Performance
(Tanya [Ya] Tang, Gregory J. Fisher and Eric [Er] Fang, Marketing Department, Isenberg School of Management, University of Massachusetts, Amherst, MA, US, and others)


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