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dc.contributor.author Tony en_US
dc.contributor.author Carolyn en_US
dc.contributor.author Robert en_US
dc.date.accessioned 2008-11-10T12:16:42Z
dc.date.available 2008-11-10T12:16:42Z
dc.date.issued 2003 en_US
dc.identifier http://dx.doi.org/10.1108/03090560310487176 en_US
dc.identifier.citation McGuinness , T , Strong , C & Morgan , R 2003 , ' Product-market positioning and prospector strategy: An analysis of strategic patterns from the resource-based perspective ' European Journal of Marketing , vol 37 , no. 10 , pp. 1409-1439 . , 10.1108/03090560310487176 en_US
dc.identifier.other PURE: 82969 en_US
dc.identifier.other dspace: 2160/994 en_US
dc.identifier.uri http://hdl.handle.net/2160/994
dc.description.abstract Adopts a firm-level approach and attempts to develop our understanding of the means through which different types of firm compete. Addresses specifically, a lacuna in existing knowledge by investigating a fundamental research question: “How do firms pursuing a prospector mode of market strategy differ from those pursuing a defender, analyzer or reactor strategy in terms of the product-market positioning attributes they exhibit?“ Miles and Snow provide the basis for the assessment of strategy types, while “strategic market positioning” is characterised as the product-market positions established by the firm. Conceptualises strategic market positioning as the ways in which firm-specific resources and assets are deployed to build positional advantages in product-markets. Presents analyses of data generated from high technology, medium and large, industrial manufacturing firms and discusses these results in the light of previous findings. Places particular emphasis on the distinguishing characteristics of prospector-type firms. Identifies a number of potential research avenues from this study and discusses several implications for executives. en_US
dc.format.extent 31 en_US
dc.relation.ispartof European Journal of Marketing en_US
dc.title Product-market positioning and prospector strategy: An analysis of strategic patterns from the resource-based perspective en_US
dc.contributor.pbl Aberystwyth University en_US
dc.contributor.pbl Centre for Research in Marketing en_US


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