Show simple item record McGuinness, Anthony James Strong, Carolyn Morgan, Robert 2008-11-10T12:16:42Z 2008-11-10T12:16:42Z 2003
dc.identifier.citation McGuinness , A J , 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 . DOI: 10.1108/03090560310487176 en
dc.identifier.issn 0309-0566
dc.identifier.other PURE: 82969
dc.identifier.other PURE UUID: 5b465480-3022-4850-894b-39f0756df7b2
dc.identifier.other dspace: 2160/994
dc.description Morgan, R.; Strong, C.; and McGuinness, T. (2003). Product-market positioning and prospector strategy: An analysis of strategic patterns from the resource-based perspective. European Journal of Marketing. 37(10), pp.1409-1439 RAE2008 en
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
dc.format.extent 31 en
dc.language.iso eng
dc.relation.ispartof European Journal of Marketing en
dc.rights en
dc.title Product‐market positioning and prospector strategy : An analysis of strategic patterns from the resource‐based perspective en
dc.type /dk/atira/pure/researchoutput/researchoutputtypes/contributiontojournal/article en
dc.contributor.institution Centre for Research in Marketing en
dc.contributor.institution School of Management and Business en
dc.description.status Peer reviewed en

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