Market Strategies - Scope and Typologies
by Jünger, Sina
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The field of managerial strategy research is one of the broadest and most far reaching fields in the scholarly business research. It has influence on almost all business related fields in theory and practice and has been discussed very intensively. However, there are numerous concepts and terms within this research area that are difficult to separate and distinguish. Terms therefore are confused and become more and more indefinite and ambiguous. Expres- sions like competitive strategy, business strategy, market strategy, and marketing strategy are often used synonymously and undifferentiated, leaving behind misunderstanding and frustra- tion. This work strives to give an outline of definitions of the concepts and terms of the strategic field offered so far. It will describe their limitations as well as their overlaps to be able to provide an overview of the field of managerial strategy research, as well as the board- ers and interaction among the sub-fields of the related strategy areas. The questions answered are how a company can grow and how it can change the competitive game'.
Sina Jünger was born in Hagen, Germany in 1985, studied Marketing and Strategy at WHU - Otto Beisheim School of Management, GER, the Victoria University of Wellington, NZ and the University of Florida, USA before graduating in 2010 with a MSc Degree in Business Administration. She started a career in Mareting at Rocket Internet GmbH and Zalando.
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VDM Verlag Dr. Müller
0.22 x 0.15 x 0.005 m; 0.177 kg