The past, present, and future of marketing strategy
- Published: 04 July 2020
- Volume 31 , pages 163–174, ( 2020 )
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- Sibel Sozuer ORCID: orcid.org/0000-0003-1513-4362 1 ,
- Gregory S. Carpenter 2 ,
- Praveen K. Kopalle 3 ,
- Leigh M. McAlister 4 &
- Donald R. Lehmann 1
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This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent developments, availability of new data, and emerging issues.
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Columbia Business School, Columbia University, New York, NY, USA
Sibel Sozuer & Donald R. Lehmann
Kellogg School of Management, Northwestern University, Evanston, IL, USA
Gregory S. Carpenter
Tuck School of Business, Dartmouth College, Hanover, NH, USA
Praveen K. Kopalle
McCombs School of Business, University of Texas at Austin, Austin, TX, USA
Leigh M. McAlister
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Correspondence to Sibel Sozuer .
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Sozuer, S., Carpenter, G.S., Kopalle, P.K. et al. The past, present, and future of marketing strategy. Mark Lett 31 , 163–174 (2020). https://doi.org/10.1007/s11002-020-09529-5
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Published : 04 July 2020
Issue Date : September 2020
DOI : https://doi.org/10.1007/s11002-020-09529-5
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