Recent changes occurring in the institutional, social, and economic system have produced relevant changes also into companies’ strategic choices. This paper presents the result of an exploratory study aimed at understanding how European companies perceive actual changes in the market and how are they facing them. This research adopts the Marketing Science Institute research priorities as a benchmark for the analysis, in order to highlight, if existent, differential perceptions of importance of these priorities in a different context – that is Europe. To this purpose data have been collected on a sample of 300 companies all over Europe, through a questionnaire addressed to the marketing directors, in order to analyze their perceptions on both the relevant changes occurring in the market, and on the issues in marketing management they consider as the most relevant to be addressed from practitioners and researchers. The results show the existence of differential perceptions between Europe and USA (using MSI research priorities as a proxy of American companies’ perception). In addition, we show emergent patterns of priorities for clusters of knowledge oriented companies versus trust oriented companies. Justifications and conclusions are provided on these differences.
Trend in marketing. I risultati di una ricerca esplorativa sulle imprese europee
BUSACCA, BRUNO GIUSEPPE;
2004
Abstract
Recent changes occurring in the institutional, social, and economic system have produced relevant changes also into companies’ strategic choices. This paper presents the result of an exploratory study aimed at understanding how European companies perceive actual changes in the market and how are they facing them. This research adopts the Marketing Science Institute research priorities as a benchmark for the analysis, in order to highlight, if existent, differential perceptions of importance of these priorities in a different context – that is Europe. To this purpose data have been collected on a sample of 300 companies all over Europe, through a questionnaire addressed to the marketing directors, in order to analyze their perceptions on both the relevant changes occurring in the market, and on the issues in marketing management they consider as the most relevant to be addressed from practitioners and researchers. The results show the existence of differential perceptions between Europe and USA (using MSI research priorities as a proxy of American companies’ perception). In addition, we show emergent patterns of priorities for clusters of knowledge oriented companies versus trust oriented companies. Justifications and conclusions are provided on these differences.
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