Purpose – Current conceptualisations of strategic flexibility and its antecedents are theory‐driven, which has resulted in a lack of consensus. To summarise this domain the paper aims to develop and present an a priori conceptual model of the antecedents and outcomes of strategic...

Since the collapse of the Berlin Wall and the accompanying social and political revolutions of 1989 a great deal has been written about the need to attract foreign investment, technology and managerial expertise to the countries of Eastern and Central Europe as means to encouraging the movement...

This paper attempts to develop a typology of current approaches to marketing in UK industry. It reports the results of a national postal survey of over 1,000 UK chief marketing executives. Cluster analysis was used on the survey data to isolate four distinct marketing approaches which are...

Points out that Western literature on marketing suggests a number of clear strategic typologies into which organizations fall, based on their approach to doing business and the relative importance they attach to various strategic drivers. Identifies strategic types in a on‐Western market,...

There is a dearth of empirical analysis of how and to what extent British retailers fit marketing activities to sectoral conditions. Reviews relevant literature and tests propositions concerning the relative importance of marketing activities in two retail sectors. Finds many cross‐sectoral...

Investigates approaches to product launch and elimination decisions in samples of UK and US companies, which is a gap which was identified in the literature. Identifies different approaches to tackling each of the decisions, and different approaches within each sample. There are also differences...

Focuses on a survey (and its results) carried out to investigate the marketing orientation of the companies who supply the UK's service of incoming tourism. Provides indications from the survey results that there are indications of low levels of marketing orientation with the respondent...

Investigates the understanding of marketing strategy and the differentiation and clarification of concepts used in conjunction with it. Carries out a search of the literature revealing a wide variation in the understanding of marketing strategy. Develops a process for defining marketing strategy...

Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the nature of services; second, examines the survey results; third, discusses the consequences of these results relative...

Different forms of strategic flexibility allow for reactive adaptation to different changing environments and the proactive driving of change. It is therefore becoming increasingly important for decision makers to not only possess marketing capabilities, but also the capabilities for strategic...