Marketing-oriented strategy concept and its empirical testing with large sawmills.

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http://hdl.handle.net/1975/9346

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Acta Forestalia Fennica. 1993. 240: 1-102.

Title: Marketing-oriented strategy concept and its empirical testing with large sawmills.
Author: Niemelä, Juha S.
Publisher: The Society of Forestry in Finland - The Finnish Forest Research Institute
Date: 1993
Language: en
ISSN: 0001-5636
URI: http://hdl.handle.net/1975/9346
Abstract: The objectives of this study are both theoretical and empirical. On the theoretical level strategy concept, its operationalization and measurement are analyzed and clarified. On the empirical level marketing strategies and competitive strategies are described by country, and the study also identifies the strategic marketing decisions characterizing different countries or competitive strategies. Furthermore, the relationships between strategies and marketing structures and functions are analyzed. The connections between marketing strategy and competitive strategy are analyzed on both the theoretical and empirical level. The data of the study consists of personal interviews of 102 large sawmills. The data is collected from Finland, Western USA and British Columbia, Canada and is divided fairly equally between these three countries. On the theoretical level the strategy concept is analyzed by classifying the concepts used in strategy research into five different types. The data of the study makes it possible to empirically compare two different strategy concepts and three countries. Marketing strategy is analyzed in terms of decisions concerning products, customers, market areas and marketing competences. The Finnish sawmills differ from the Western North American sawmills with a more advanced marketing strategy emphasizing specialty- and custom-made products and few customers and market areas. The Finnish sawmills are also applying more advanced competitive strategies. Hypotheses concerning the relationships between marketing strategy and competitive strategy gain support from the empirical findings. Connections between marketing strategy and marketing structures and functions were found to exist, which provides validation for the used operationalization of the marketing strategy concept.
Subject: economics, marketing, planning, policy, sawmilling, marketing strategy, competitive strategy, sawmill industry, marketing planning
markkinointi
strategia
kilpailu
sahateollisuus
suunnittelu
sahat
mekaaninen metsäteollisuus
Pohjois-Amerikka
Kanada
Yhdysvallat
Suomi
opinnäytteet
väitöskirjat


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