Phân tích động của cạnh tranh trong tiếp thị: Các nhóm chiến lược trong ngân hàng Tây Ban Nha

Emerald - Tập 32 Số 3/4 - Trang 252-278 - 1998
Francisco José Más Ruíz1
1Department of Financial Economics and Marketing, University of Alicante, Alicante, Spain

Tóm tắt

Phân tích các nhóm chiến lược có những ý nghĩa quan trọng cho marketing nhằm xác định vị trí cạnh tranh của một công ty. Mục tiêu là phân tích sự phát triển của năng lực trong một ngành. Giả thuyết rằng phân tích các nhóm chiến lược chỉ có ý nghĩa khi xác định rằng các nhóm thu được không phải là những sự kiện ngẫu nhiên trong một ngành cụ thể. Sử dụng các bài kiểm tra thống kê đa biến để xác định các khoảng thời gian con ổn định, các nhóm chiến lược và những đặc điểm động của chúng qua các năm. Áp dụng kỹ thuật này cho lĩnh vực ngân hàng Tây Ban Nha và phát hiện một sự không ổn định tương đối trong ngành, cũng như một sự thay đổi đáng kể về số lượng và chiến lược của các nhóm đã được xác định theo thời gian.

Từ khóa


Tài liệu tham khảo

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