The past, present, and future of marketing strategy
- Published: 04 July 2020
- Volume 31 , pages 163–174, ( 2020 )
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- Sibel Sozuer ORCID: orcid.org/0000-0003-1513-4362 1 ,
- Gregory S. Carpenter 2 ,
- Praveen K. Kopalle 3 ,
- Leigh M. McAlister 4 &
- Donald R. Lehmann 1
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This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent developments, availability of new data, and emerging issues.
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Columbia Business School, Columbia University, New York, NY, USA
Sibel Sozuer & Donald R. Lehmann
Kellogg School of Management, Northwestern University, Evanston, IL, USA
Gregory S. Carpenter
Tuck School of Business, Dartmouth College, Hanover, NH, USA
Praveen K. Kopalle
McCombs School of Business, University of Texas at Austin, Austin, TX, USA
Leigh M. McAlister
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Sozuer, S., Carpenter, G.S., Kopalle, P.K. et al. The past, present, and future of marketing strategy. Mark Lett 31 , 163–174 (2020). https://doi.org/10.1007/s11002-020-09529-5
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Published : 04 July 2020
Issue Date : September 2020
DOI : https://doi.org/10.1007/s11002-020-09529-5
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Please note you do not have access to teaching notes, a systematic literature review: digital marketing and its impact on smes.
Journal of Indian Business Research
ISSN : 1755-4195
Article publication date: 20 February 2023
Issue publication date: 3 March 2023
This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.
Design/methodology/approach
A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.
Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.
Practical implications
This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.
Originality/value
Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.
- Literature review
- Digital marketing
- Small and medium enterprises
- Impact on SMEs
Jadhav, G.G. , Gaikwad, S.V. and Bapat, D. (2023), "A systematic literature review: digital marketing and its impact on SMEs", Journal of Indian Business Research , Vol. 15 No. 1, pp. 76-91. https://doi.org/10.1108/JIBR-05-2022-0129
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To Create a Greener Future, the West Can’t Ignore China
- Shameen Prashantham
- Lola Woetzel
Fighting climate change is a promising area for engagement between Western companies and China. However, geopolitical strains, the disruption of business relationships by the Covid pandemic, and domestic Chinese policies all make engagement complex. In this article the authors examine the complexities of the current climate-change opportunities in China and present practical strategies for businesses ready to enter the market.
There is a twofold opportunity, they explain. First, China offers a vast market for Western-developed solutions. The Chinese government has set ambitious targets, aiming to achieve carbon neutrality by 2060. That goal creates significant opportunities for firms with cutting-edge technologies. Second, businesses have an opportunity to integrate China’s own advances in climate-related technology.
The authors go on to outline four strategies, all of which involve partnering in some way. They advise companies to make sustainability a global theme, to join or form coalitions to find safe spaces for technological development, to forge partnerships with local companies for market access, and to insource technology.
Four ways for companies to safely engage
Idea in Brief
The opportunity.
Fighting climate change is a promising area for engagement between Western companies and China. After all, China is responsible for 27% of global emissions and offers a vast market for green tech.
The Challenge
Geopolitical strains, the disruption of business relationships by the Covid pandemic, and domestic Chinese policies all make engagement complex.
The Solution
To engage effectively with China, consider forming coalitions for safe technological development, forging local partnerships for market access, and insourcing innovative technology.
In the current geopolitical landscape, marked by escalating tensions between Western nations and China, it’s a challenge to identify potential areas of collaboration between East and West that would yield mutual benefits and foster trust. But fighting climate change is one. Climate change is a problem that affects every nation, and it cannot be solved without China’s involvement because the country contributes 27% of global emissions, according to the World Bank.
- Shameen Prashantham is a professor of international business and strategy at China Europe International Business School and the author of Gorillas Can Dance (Wiley, 2021).
- Lola Woetzel is a senior partner emerita of McKinsey & Company in Shanghai, and until recently, was the global leader of its Cities Special Initiative and the Asia-based director of the McKinsey Global Institute.
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