Assessing the impact of market-focused and price-based strategies on performance: a neural network topology

Phillips, Paul A., Davies, Fiona Margaret and Moutinho, L. 2002. Assessing the impact of market-focused and price-based strategies on performance: a neural network topology. Journal of Market-Focused Management 5 (3) , pp. 219-238. 10.1023/A:1022942806776

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Abstract

Marketing practitioners operate in a turbulent environment with increased market competition and more discerning customers, which make it a necessity for organisations to constantly re-appraise their competitive strategies. Porter's (1980) typology is one of the most widely cited by academics and practitioners, but it is debatable whether a single strategy will lead to sustainable competitive advantage (Helms, Dibrell and Wright, 1997). Using a systems perspective where the focus is on the interaction between dependent and independent variables, this study shows how SBU managers could use neural networks to help improve the strategy formulation process in the hospitality sector. Findings suggest that market-focused and price-based strategies have contrasting effects upon performance. This study extends the knowledge of strategy formulation and performance by focusing on the service industry, and provides controls for market-level influences by being restricted to the hotel sector.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Uncontrolled Keywords:	Market-focused; price-based strategies; performance; hotels
Publisher:	Springer
ISSN:	1382-3019
Last Modified:	19 Mar 2016 23:06
URI:	https://orca.cardiff.ac.uk/id/eprint/38658

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