A study of strategic orientations, Pakistani brands and implications
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Date
2011
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Interdisciplinary Journal of Contemporary Research in Business
Abstract
Purpose of this paper is to explore the three strategic orientations (customer, competitive, and
technological) of the firm and new product performance.To understand which of three
different strategic orientations is more appropriate, when and why it is so in the context of
developing product innovations. To discuss Pakistani brands and develop prepositions with
referrence to the working styles of Pakistani brands. It also discusses the theoretical and
managerial implications for business in Pakistan.
Description
Keywords
Strategic Orientation, Market Orientation, Propositions, Pakistani brands
Citation
Interdisciplinary Journal of Contemporary Research in Business, Vol 2(10), pp 118-127, February 2011