Authors: Allam Abu Farha; Marios I. Katsioloudes; Anas Al-Bakri
Addresses: Department of Management and Marketing, Qatar University, 2713, Qatar ' Department of Management and Marketing, Qatar University, 2713, Qatar ' Department of Management and Marketing, Qatar University, 2713, Qatar
Abstract: This paper investigates how management perception and business strategy fits with the choice of the marketing practice. The study employs a configuration approach from data that were collected using three case studies in Palestine, and analysed using informed coding method. The results showed that the three imperatives are inter-related, and internally coherent, resulting in viable configurational profiles. The research is unique and exploratory, and would help managers to carefully examine the internal logic of their marketing-related profiling, it can be used as an assessment tool of their marketing practices in relation to their frame of reference and business strategy, and performance should be enhanced if the three variables are coherent.
Keywords: management assumptions; business strategy; marketing practice; functional strategies; transaction marketing; interaction marketing; network marketing.
Journal for Global Business Advancement, 2018 Vol.11 No.5, pp.547 - 563
Accepted: 14 Aug 2018
Published online: 15 Jan 2019 *