Marketing Strategies for Mature Products in a Rapidly Developing Country: A Contingency Approach

Emerald - 1993
MoonkyuLee, In‐KuLee, Francis M.Ulgado

Tóm tắt

Reports the findings of a study that examined the relative impact of various marketing strategies on the performance of mature products in a rapidly developing country, South Korea, from a contingency theory perspective. The results indicate that the competitive environment of the maturity stage in the product life cycle in Korea can be classified into four distinctive types and that different strategies have different effects on product performance for each type of environment. The results also suggest that generally, vertical integration and product/ service improvement strategies have the most significant influence on the performance of the mature products in Korea. Discusses implications of the results for domestic and international marketers in the country.

Từ khóa


Tài liệu tham khảo

Aaker D., 1992, Strategic Market Management, 3

10.2307/255954

10.1016/0024-6301(82)90010-3

Bian S.J., 1974, Product Management, 3, 3842

Biggadike R., 1981, Academy of Management Review, 4, 621, 10.5465/amr.1981.4285710

Buzzell R.D., 1987, The PIMS Principles

Buzzell R.D., 1981, Harvard Business Review, 59, 135

10.2307/3150876

Davidson W.R., 1976, Harvard Business Review, 54, 89

10.2307/1251472

Day G.S., 1986, Analysis for Strategic Market Decision

Dhalla N.K., 1976, Harvard Business Review, 102

Fortune (1992), "Korea's Tigers Keep Roaring", 4 May, pp.108-110.

Gardner D.M., 1987, Review of Marketing, 162

Ginsberg A., 1985, Academy of Management Review, 10, 421, 10.5465/amr.1985.4278950

10.2307/255916

10.2307/256236

10.2307/256077

10.2307/255972

Hayes R.H., 1979, Harvard Business Review, 57, 133

10.2307/255379

Hunt S.D., 1983, Richard Irwin

Jain S., 1993, Marketing Planning & Strategy

10.1287/mnsc.30.6.696

10.1108/eb038945

Korea Traders Association, 1992, Major Statistics of Korean Economy

Kotler P., 1991, Marketing Management, 7

Lehman D.R., 1979, Richard Irwin

Liebermann Y., 1985, International Journal of Advertising, 4, 247, 10.1080/02650487.1985.11105068

Lillis C.M., 1978, Journal of Marketing, 4, 77

10.1057/palgrave.jibs.8490529

Mackenzie G.F., 1971, Industrial Marketing, 56, 100

10.2307/256096

10.1108/EUM0000000004881

10.1108/EUM0000000004744

10.1016/0024-6301(79)90057-8

10.1057/palgrave.jibs.8490530

Murray J.A., 1985, Bobrow, 1, 163

Onkvisit S., 1983, Columbia Journal of World Business, 18, 73

10.1287/mnsc.20.6.938

10.1108/eb025476

10.1016/0378-7206(84)90025-9

10.1016/0019-8501(76)90029-8

Rink D.R., 1984, Belk R.W. etal.,(Eds), AMA Educator's Proceedings

Rink D.R., 1979, Journal of Business Research, 21942

Ryan J., 1975, Product Management, 4, 57

10.1108/EUM0000000004764

Schendel D.E., 1986, Strategic Marketing and Management

Schnaars S.P., 1991, Marketing Strategy

Schoeffler S., 1974, Harvard Business Review, 52, 13745

Smallwood J.E., 1973, MSU Business Topics, 21, 29

10.2307/1251480

10.2307/1251477

10.2307/2526354

10.1111/j.1468-0084.1979.mp41004002.x

10.1016/0019-8501(76)90012-2

10.2307/1249754

10.1108/EUM0000000005291

Thông tin
Thông tin xuất bản

Emerald

Thông tin tác giả