This article provides an assessment of the state of the field of marketing strategy research
and the outlook. Using institutional theory, the authors develop an organizing framework to …

Competitive market signals are conceptualized as announcements or previews of potential
actions intended to convey or to gain information from competitors. This paper develops a …

The authors seek to understand which of three different strategic orientations of the firm
(customer, competitive, and technological) is more appropriate, when, and why it is so in the …

This article bridges two important subjects in strategy: competitor analysis and interfirm
rivalry. Through a refined conceptualization of competitor analysis, the article introduces two …

This article reflects upon and updates our prize‐winning paper,'First‐mover
advantages,'which was published in SMJ 10 years ago. We discuss the evolution of the …

Retailers have always worked to establish close relationships with customers through the
retail marketing mix. Thus, the literature has a long tradition of testing the effects of various …

Although pioneers outsell late movers in many markets, in some cases innovative late entry
has produced some remarkably successful brands that outsell pioneers. The mechanisms …

3. Identify and justify strategic solutions that add value to an organization in a way which is
innovative, flexible, and responsive to the particular situation and context; 4. Formulate and …

In a dynamic, competitive environment, the decision to enter the market should be timed to
balance the risks of premature entry against the missed opportunity of late entry. Previous …

Modern corporations must adopt and assimilate new technologies to build and sustain
competitive advantage. The authors develop a theoretical framework to understand the …