Purpose–SWOT analysis is defective as a tool for guiding strategic planning because of its
subjective, unsystematic, and non‐quantitative nature that lacks predictive power. This …

This article provides observations on the state of the art in marketing research during 1987-
1997. As such, it updates the earlier state-of-the-art review by Malhotra (1988), which won …

Digital transformation of the marketing organization forces firms to develop new digital
marketing capabilities (DMCs) to remain competitive. However, despite considerable …

Marketing organization is the interface of the firm with its markets and where the work of
marketing gets done. This review of the past 25 years of scholarship on marketing …

Retailers are dynamic in nature, and their strategies keep evolving with changing scenarios
and availability of new technologies. In the current scenario, there is a need for a …

Social comparison—the tendency to self-evaluate by comparing ourselves to others—is an
important source of competitive behavior. We propose a new model that distinguishes …

Prior literature suggests that customer orientation interacts with other strategic factors, but
yields mixed effects in terms of performance outcomes. In addition, capturing performance …

We investigate the psychological phenomenon of rivalry and propose that competition is
inherently relational, thus extending the literatures on competition between individuals …

How do people approach marketing in the face of uncertainty, when the product, the market,
and the traditional details involved in market research are unknowable ex ante? The authors …

Adopting a contingency perspective, the authors present and test a fit-as-moderation model
that posits that overall firm performance is influenced by how well the marketing …