Original scientific paper
https://doi.org/10.30924/mjcmi/2017.22.2.1
Star marketer’s impact on the market strategy choice
Vlašić Goran
orcid.org/0000-0001-5690-930X
; Faculty of Economics and Business, University of Zagreb
Joe F. Hair
; University of South Alabama, Mitchell College of Business
Zoran Krupka
; Faculty of Economics and Business, University of Zagreb
Abstract
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.
Keywords
market-driving strategy; market-driven strategy; star marketer; market orientation
Hrčak ID:
191201
URI
Publication date:
21.12.2017.
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