Macroenvironmental Forces, Marketing Strategy and Business Performance: A Futures Research Approach

Document Type

Article

Language

eng

Publication Date

9-1989

Publisher

Springer

Source Publication

Journal of the Academy of Marketing Science

Source ISSN

0092-0703

Original Item ID

DOI: 10.1007/BF02726639

Abstract

A method of futures research is used to empirically test a structure-conduct-performance (SCP) model in a marketing setting. It is proposed that within the macroenvironment there exist, varying levels of resource constraints and structural fluctuations which are positively correlated. Increased resource constraints and structural fluctuations, which are characteristics of a turbulent environment, are expected to increase the competitive intensity is an industry. This higher level of competitive intensity is hypothesized to result in increased use of nonprice marketing strategies. Nonprice marketing strategies are also expected to increase business performance because of the contingency relationship between conduct (strategy) and performance. The possible role of “blind” luck or stochastic processes in determining success is also discussed.

Comments

Journal of the Academy of Marketing Science, Vol. 17, No. 4 (September 1989): 283-295. DOI.

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