Title

Growth versus Retrenchment Strategies in Marketing. The Australian Experience

Document Type

Article

Language

eng

Format of Original

14 p.

Publication Date

1985

Publisher

Elsevier

Source Publication

International Journal of Research in Marketing

Source ISSN

0167-8116

Abstract

This study is based on a cross-sectional survey of 211 top level managers whose organizations have operations in Western Australia. Utilizing a custom model of competitive strategy developed from the organizational theory and policy, regression analysis is used to evaluate the influence of the external business environment upon growth/expansion and retrenchment strategies as well as corporate performance. Significant relationships are discussed along with their implications for the analysis of competitive and marketing strategy. Directions for future research efforts are also provided.

Comments

International Journal of Research in Marketing, Vol. 2, No. 4 (1985): 273-286. DOI.