Strategic market environments
- 1 January 1988
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 4 (2) , 131-147
- https://doi.org/10.1080/0267257x.1988.9964066
Abstract
The marketing strategy literature stresses the need to find an optimum “fit” between the firm and its environment. Utilising a relatively novel clustering technique, five distinct environments facing marketing managers in the United Kingdom were identified and the marketing strategies adopted in each environment examined. Marketing objectives and strategic focii were found to differ markedly by strategic environments, while competitive advantages created and pursued did not. The latter were found to be company, rather than environment, specific.Keywords
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