Marketing's Contribution to Strategy: The View from a Different Looking Glass

Abstract

Get full access to this article

View all access options for this article.

References

Aaker, David A. 1989. "Managing Assets and Skills: The Key to a Sustainable Competitive Advantage." California Management Review 32 (Winter): 91-106.

Barney, Jay . 1991. "Firm Resources and Sustained Competitive Advantage." Journal of Management 17 (March): 99-120.

Business Week. 1989. "Is your Company Too Big?" (March 27): 84-94.

Davidson, Kenneth M. 1987. "Do Megamergers Make Sense?" Journal of Business Strategy 7 (Winter): 40-48.

Day, George S. 1992. "Marketing's Contribution to the Strategy Dialogue." Journal of the Academy of Marketing Science, 20 (Fall): 323-329.

Federal Trade Commission, Bureau of Economics . 1975. FTC Statistical Report on Mergers and Acquisitions. Washington, D.C.: U.S. Government Printing Office.

Fortune. 1992. "Is Big Still Beautiful?" 123 (April 20): 50-60.

Hambrick, Donald . 1992. "20 Years Strong: Perspectives from the Past Chairs." Business Policy and Strategy Newsletter (Spring): 8-9.

Hise, Richard T. 1991. "Evaluating Marketing Assets in Mergers and Acquisitions." Journal of Business Strategy 12 (July-August): 46-51.

10.

Kerin, Roger A. , Vijay Mahajan , and P. Rajan Varadarajan . 1990. Contemporary Perspectives on Strategic Market Planning. Boston, MA: Allyn & Bacon.

11.

Kumar, Anil and Graham Sharman . 1992. "We Love Your Product, But Where Is It?" Sloan Management Review 33 (Winter): 93-99.

12.

Lyles, Marjorie A. 1990. "A Research Agenda for Strategic Management in the 1990s." Journal of Management Studies 24 (July): 363-375.

13.

Reuters News Service . 1992. "Definitive Conglomerate, ITT, May Be Broken Up." Houston Chronicle (February 27): 2B.

14.

Saunders, Charles . 1992. "20 Years Strong: Perspectives form the Past Chairs." Business Policy and Strategy Newsletter (Spring): 8-9.

15.

Van de Ven, Andrew H. and Marilyn A. Morgan . 1980. "A Revised Framework for Organizational Assessment." In Organizational Assessment. Eds. Edward E. Lawler III , David A. Nadler , and Cortlandt Cammann . New York: John Wiley & Sons, 216-260.

16.

Varadarajan, P. Rajan , Terry Clark , and William M. Pride . 1992. "Controlling the Uncontrollable: Managing Your Market Environment." Sloan Management Review 33 (Winter): 39-47.

17.

Webster, Fredrick E. 1988. "Comments on the AMA Task Force Study." Journal of Marketing 52 (October): 48-51.

18.

Webster, Fredrick E. 1991."The Changing Role of Marketing in the Corporation." Commentary. Cambridge, MA: Marketing Science Institute.