End the duopoly

The three strategic priorities of marketing excellence

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Credit: CC0 Public Domain Researchers from University of Mannheim and University of Texas—Austin published a new paper in the Journal of Marketing that examines the nature and effectiveness of marketing excellence as a business strategy. The study addresses two fundamental questions: How do managers understand and exercise marketing excellence? and How do investors evaluate marketing excellence?

The study, forthcoming in the Journal of Marketing , is titled “Marketing Excellence: Nature, Measurement, and Investor Valuations” and is authored by Christian Homburg, Marcus Theel, and Sebastian Hohenberg.

In one study, the research team conducted 39 in-depth interviews with senior managers of global companies and augmented the data with secondary data on 150 firm strategies, applying the theories-in-use methodology. Findings reveal that marketing excellence is a strategy focused on achieving organic growth by executing three priorities: marketing ecosystem, end-user, and marketing agility. The marketing ecosystem priority is a firm’s strategic means of growing the business by developing mutually beneficial networks in the proximal and distal firm environment. The end-user priority promotes engaging with the final customers who apply or consume the firm’s offering and leveraging the final customer insights for growing the business. Finally, the marketing agility priority facilitates the execution of growth activities […]

read more here —> phys.org

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