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Pregled bibliografske jedinice broj: 919142

Star Marketer’s Impact on the Market Strategy Choice


Vlašić, Goran; Hair, Joe; Krupka, Zoran
Star Marketer’s Impact on the Market Strategy Choice // Management (2018) (znanstveni, poslan)


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Naslov
Star Marketer’s Impact on the Market Strategy Choice

Autori
Vlašić, Goran ; Hair, Joe ; Krupka, Zoran

Vrsta, podvrsta
Radovi u časopisima, znanstveni

Izvornik
Management (2018)

Status rada
Poslan

Ključne riječi
Market-driving strategy, market-driven strategy, star marketer, market orientation

Sažetak
We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market- oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term success, they represent an unnecessary cost and provide no added value to companies focusing on market- driven strategies and short term results.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Ustanove
Ekonomski fakultet, Zagreb

Profili:

Avatar Url Zoran Krupka (autor)

Avatar Url Goran Vlašić (autor)

Citiraj ovu publikaciju

Vlašić, Goran; Hair, Joe; Krupka, Zoran
Star Marketer’s Impact on the Market Strategy Choice // Management (2018) (znanstveni, poslan)
Vlašić, G., Hair, J. & Krupka, Z. (2018) Star Marketer’s Impact on the Market Strategy Choice. Poslan u Management. [Preprint].
@unknown{unknown, year = {2018}, keywords = {Market-driving strategy, market-driven strategy, star marketer, market orientation}, journal = {Management}, title = {Star Marketer’s Impact on the Market Strategy Choice}, keyword = {Market-driving strategy, market-driven strategy, star marketer, market orientation} }

Časopis indeksira:


  • Web of Science Core Collection (WoSCC)
    • Emerging Sources Citation Index (ESCI)
  • Scopus





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