Disruptive marketing strategy
G. Tomas M. Hult () and
David J. Ketchen
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G. Tomas M. Hult: Michigan State University
David J. Ketchen: Auburn University
AMS Review, 2017, vol. 7, issue 1, No 4, 20-25
Abstract Disruptive marketing strategy is a process by which valuable marketing activities take root initially in applications within a department or function in an organization and then relentlessly move across a company’s internal departments/functions, eventually connecting with external companies to ensure that market-based value creation is delivered to the company’s primary stakeholders. Understanding market-based value creation in the field of marketing has centered, to a large degree, on market orientation studies via field-based, discovery-oriented research. In some ways, market orientation – while viewed as the implementation of the marketing concept – became a disruptive marketing strategy for many organizations. That is, marketing started to permeate all aspects of an organization, and even became a boundary-spanning phenomenon connecting multiple companies. The activities in marketing moved beyond their traditional home department and the marketing function became cross-departmental and even, in some cases, cross-company focused. Where do we go next? Disruptive marketing strategy will help the field and practice of marketing evolve.
Keywords: Disruptive marketing strategy; Market orientation; Marketing organization; Sustainability (search for similar items in EconPapers)
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