Marketing strategy

Summary

Marketing strategy is an organization's promotional efforts to allocate its resources across a wide range of platforms, channels to increase its sales and achieve sustainable competitive advantage within its corresponding market. Strategic marketing emerged in the 1970s and 80s as a distinct field of study, branching out of strategic management. Marketing strategy highlights the role of marketing as a link between the organization and its customers, leveraging the combination of resources and capabilities within an organization to achieve a competitive advantage (Cacciolatti & Lee, 2016). Marketing management versus marketing strategy The distinction between "strategic" and "managerial" marketing is used to distinguish "two phases having different goals and based on different conceptual tools. Strategic marketing mainly concerns the choice of policies aimed at improving the competitive position of the firm, taking account of the challenges and opportunities proposed by the

Official source

https://en.wikipedia.org/wiki/Marketing_strategy

About this result

This page is automatically generated and may contain information that is not correct, complete, up-to-date, or relevant to your search query. The same applies to every other page on this website. Please make sure to verify the information with EPFL's official sources.

Related publications (23)

Related publications

Related people (2)

Related people

Related units

No results

Related units

Related concepts (22)

Related concepts

Related courses (27)

Related courses

Related lectures (99)

Related lectures

Analysis of the West African Power Pool (WAPP) and its development potential

First of all, it is necessary to specify that this study is an academic work carried out by a student. The hypothesis and the line of reasoning that aect the results obtained are proposed in the context of a master thesis. Electricity supply is a big challenge for West Africa. Indeed, the state members of the Economic Community of West African States (ECOWAS) face many problem of electricity as their production and distribution systems are not enough developed and reliable. A good and reliable electricity supply could allow to develop the industries and improve the attractiveness of the region. The purpose of the West African Power Pool (WAPP) is to develop the electricity sector in West Africa and guarantee a reliable and continuous electricity supply at a competitive cost. Creating an open market for the whole region seems to be the best strategy to achieve these goals. This kind of market could decrease the electricity price by the wholesale purchase of energy, a better resources management and the building of large centralized power plants. Investors can be attracted to invest in new power plants and develop the sector. The objective of the study is to analyze the benets of dierent electricity supply strategies for each country. An autarkic strategy for which each country use its local plants to produce electricity. An open market strategy for which the region is considered as a unique area with an open market.A part of independence strategy for which an open market is in place but the importing countries should produce a certain part of their electricity locally. Moreover a strategy introducing renewables technologies is assessed to evaluate the economical impact on an open market of these technologies. To evaluate these strategies, the expansion of the power pool is planned and evaluate on an economical point of view. The existing power pool is consider and candidate plants are added depending on the strategy and the country. In West Africa, the mainly used plants are thermal plants using natural gas, heavy fuel or diesel and some hydroelectric plants. The expansion is optimized using the software PLANELEC by the minimization of the net present cost (NPC). The economical evaluation is made on the NPC and the levelized cost of electricity (LCOE). The results demonstrate that the open market strategy provides the lowest LCOE. So all the countries will benet the creation of a market. The most used technology are combined cycle power plants and gas turbines using natural gas as a fuel. The renewable energy strategy will slightly increase the LCOE of the open market as these technologies are more expensive.

2019

This doctoral dissertation defines and sheds light on a nascent phenomenon in management, informally referred to as "crowdsourcing". I term this concept Open Source Corporate Strategy, or OSCS, which borrows insights from the open source innovation literature, as well as from the strategy literature. This new concept explains how the firm may incorporate open source principles into its business model, as an effective diversification strategy to gain and sustain competitive advantage, in the context of a globally interconnected society. Firms implementing OSCS make use of a "loose" intellectual property regime to extend their operations outside the formal boundaries of the organization, and orchestrate knowledge work via informal globally distributed communities of practice. Empirical evidence discussed throughout this dissertation shows that these, among others, could be new and important sources of competitive advantage for the firm. Over the last few years we have seen a tremendous increase in the ability of firms to expand operations beyond their boundaries: (1) outside the focal organization, by formally trading knowledge with other organizations external to the firm (Chesbrough 2003, 2006), and more recently, (2) outside the scope of the formal interorganizational fabric, by informally sharing knowledge with external online communities of practice (Lakhani et al., 2007; Villarroel and Tucci 2006). The research developed in this doctoral dissertation was designed to explore this phenomenon, by means of: (1) case studies of firms implementing such open initiatives, (2) computational models of open innovation and open sourcing unveiling their impact on system-level learning performance, complemented by (3) a survey-based study of the online community associated to one such firm-sponsored initiative unveiling the motivation factors that determine participation and contribution performance.

EPFL2008

Where to Play: 3 steps for discovering your most valuable market opportunities

Marc Gruber, Sharon Tal Itzkovitch

FT Publishing International2017

Analysis of the West African Power Pool (WAPP) and its development potential

2019