engleski

Star Marketer's Impact on Product’s Performance and Strategic Direction

Focus of this manuscript is on understanding the role of star marketer for product performance and pursuit of market-driven vs. market-driving efforts. Results indicate that star marketer plays a key role for product’s long-term performance, while has almost no impact on short-term performance. In addition, star marketer has a robust positive influence on firm’s pursuit of market driving strategy, with no impact on firm’s pursuit of market driven strategy. In other words, while star marketers are highly important for market driving strategy and long term success, in case of market driven strategies aiming at short term results, star marketers could be seen as an unnecessary cost to the company, providing no added value to the final marketing output.

star marketer; long-term performance; short-term performance; market driving strategy; market driven strategy; star marketer; market orientation

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