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Strategic marketing variables under conditions of competitive bidding
Author(s) -
Slatter Stuart S T. P.
Publication year - 1990
Publication title -
strategic management journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 11.035
H-Index - 286
eISSN - 1097-0266
pISSN - 0143-2095
DOI - 10.1002/smj.4250110406
Subject(s) - bidding , pyramid (geometry) , business , competitive advantage , marketing , conceptual framework , industrial organization , strategic marketing , marketing strategy , mathematics , philosophy , geometry , epistemology
Firms that obtain orders through frequent competitive bidding often fail to realize that the analysis required for making strategic marketing decisions is quite different from that for firms where competitive bidding is absent. This article presents a conceptual framework, the bidding pyramid, for understanding the interrelationships between the six major internal variables that management should adjust if optimal performance is to be achieved. The framework has been derived as the result of research undertaken in the U.K. construction industry.