Contextual Factors, Strategy, and Marketing Mix Decisions of Firms
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 7
Abstract
This is a study of Indian firms pertaining to the strategy they adopt and implement in the market place. This is also about the factors that are most important in this market. The objectives of this research paper are to ascertain whether there is a relationship between contextual factors and strategy and/or marketing mix decisions of firms. There is also a need to know whether marketing mix decisions and strategy are correlated. That will throw light on the issue of firms following their strategy in the implementation stage as well. However, the primary objective in this paper is to understand and appreciate the factors that firms place more importance on in the conceptualization and implementation of strategy.It is found from the analysis that product quality, on time delivery, and meeting customer expectations are the most important factors for succeeding in the market. In the final analysis, it is all about product-market (customer). Also, marketing strategy and marketing mix decisions are quite similar. However, there is very weak correlation between contextual factors and strategy of firms.
Authors and Affiliations
Rahul Gupta Choudhury
Keywords
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