Marketing Science 2000
Marketing and company strategic reaction
Abstract
A need for strategic reaction of the company is now-a-days higher because of the factors influencing company performance. It's difficult to avoid strong competition on a global market. There is growing need for companies to increase product and services quality. Growing need for innovation and faster market entry is very important for marketing. Company income is influenced by increasing percentage of services against the products. Company mergers are very often, which changes the structure of the product branches and ways of competing among them. For many reasons there is a change of consumer needs and wants. All of these increase marketing activity costs which improves price competition.
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