Market representations in industrial marketing: Could representations influence strategy?

Carlos Diaz Ruiz, Christian Kowalkowski

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

12 Citeringar (Scopus)

Sammanfattning

A central question in industrial marketing is whether the form in which the external environment of a firm is represented influences the marketing strategy. This influence has been studied generally through case study research, and quantitative evidence is limited. In response to this limitation, this paper reports on a quasi-experiment investigating whether market representations have a constructive aspect in business. Empirically, this study compares two types of ostensive and performative market representations—service focus and product differentiation—in order to test for influence exacted by industrial marketing on strategies. Results indicate that service focus is selected when market representations rely on agency in firms (i.e., performative), and product strategies are selected when structures are emphasized (i.e., ostensive). This paper contributes to methodology development by expanding the link between a case study approach and quasi-experiments explaining how quasi-experiments can replicate findings in industrial marketing.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftIndustrial Marketing Management
Volym43
Utgåva6
Sidor (från-till)1026-1034
Antal sidor9
ISSN0019-8501
DOI
StatusPublicerad - 2014
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi
  • KOTA2014
  • Marketing Logics and Strategizing

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