The Market Share Impact of the Fit between Market Leadership Efforts and Overall Strategic Aggressiveness

Larry P. Pleshko () and Richard A. Heiens ()
Additional contact information
Larry P. Pleshko: Kuwait University
Richard A. Heiens: University of South Carolina Aiken

Business and Economics Research Journal, 2012, vol. 3, issue 3, 1

Abstract: The current study takes a contingency theory approach to the relationship between market leadership and a variety of marketing strategy concepts making up a firm’s strategic profile, including a firm’s Miles and Snow strategy type, market growth, service growth, service focus, market coverage, the Porter strategy group, and market orientation. The results of the study support this approach, showing that at least six of the seven strategic contingency combinations exhibit a significant relationship to market share. Utilizing a sample drawn from the financial services industry, it is found that firms possessing a recommended “fit”, as when market leader firms exhibit a more aggressive marketing strategy profile, tend to have higher levels of market share. The results of the study also reveal that a firm’s market share performance is related to the total number of strategic “fits” between the firm’s market leadership position and the various components of the firm’s strategic profile.

Keywords: Contingency theory; strategic fit; market leadership; market share performance (search for similar items in EconPapers)
JEL-codes: M10 M31 (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.berjournal.com/the-market-share-impact- ... gic-aggressiveness-2 Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:buecrj:0089

Access Statistics for this article

Business and Economics Research Journal is currently edited by Adem Anbar

More articles in Business and Economics Research Journal from Uludag University, Faculty of Economics and Administrative Sciences Contact information at EDIRC.
Bibliographic data for series maintained by Adem Anbar ().