Strategic Decision Making in Marketing

Rijksuniversiteit Groningen (RuG)

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Summary - All articles - Strategic Decision-Making in Marketing

Summary - All articles - Strategic Decision-Making in Marketing
Summary • 58 pages • 2020

Summary of all articles for the course Strategic Decision-Making in Marketing. The following articles are included: 1.1. Market orientation, customer value, and superior performance Slater & Narver 1994 1.2. Closing the marketing capabilities gap Day 2011 1.3. Marketing department power and firm performance Feng, Morgan & Rego 2015 2.1. Does a differentiation strategy lead to more sustainable financial performance than a cost leadership strategy? Banker, Mashruwala & Tripathy 2014 2.2. Refe...