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Time, space and competition. Formulations for the development of marketing strategy
Author(s) -
Savitt Ronald
Publication year - 1986
Publication title -
managerial and decision economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.288
H-Index - 51
eISSN - 1099-1468
pISSN - 0143-6570
DOI - 10.1002/mde.4090070104
Subject(s) - competition (biology) , argument (complex analysis) , perspective (graphical) , exploit , space (punctuation) , theme (computing) , economics , variable (mathematics) , development (topology) , microeconomics , industrial organization , marketing , computer science , business , mathematics , ecology , artificial intelligence , computer security , operating system , mathematical analysis , biochemistry , chemistry , biology
Marketing strategy has been based on principles of general equilibrium which has not served decision‐makers well. The present discussion argues that are more dynamic and unique elements which must be considered in the development of strategy. The thesis is that competition should be examined in temporal and spatial elements, both of which are highly subjective. It goes on to link these concepts with the entrepreneurial perspective that the environment is a variable which can be shaped. This reinforces a central theme, namely, management's need to recognize and exploit the vast heterogeneity found in markets. Unlike much present theory, the present argument stresses the importance of heterogeneity.