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Disruptive marketing strategy

Author

Listed:
  • G. Tomas M. Hult

    (Michigan State University)

  • David J. Ketchen

    (Auburn University)

Abstract

Disruptive marketing strategy is a process by which valuable marketing activities take root initially in applications within a department or function in an organization and then relentlessly move across a company’s internal departments/functions, eventually connecting with external companies to ensure that market-based value creation is delivered to the company’s primary stakeholders. Understanding market-based value creation in the field of marketing has centered, to a large degree, on market orientation studies via field-based, discovery-oriented research. In some ways, market orientation – while viewed as the implementation of the marketing concept – became a disruptive marketing strategy for many organizations. That is, marketing started to permeate all aspects of an organization, and even became a boundary-spanning phenomenon connecting multiple companies. The activities in marketing moved beyond their traditional home department and the marketing function became cross-departmental and even, in some cases, cross-company focused. Where do we go next? Disruptive marketing strategy will help the field and practice of marketing evolve.

Suggested Citation

  • G. Tomas M. Hult & David J. Ketchen, 2017. "Disruptive marketing strategy," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 20-25, June.
    • Handle: RePEc:spr:amsrev:v:7:y:2017:i:1:d:10.1007_s13162-017-0097-4
    DOI: 10.1007/s13162-017-0097-4
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    References listed on IDEAS

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    1. G. Tomas M. Hult & David J. Ketchen & Stanley F. Slater, 2005. "Market orientation and performance: an integration of disparate approaches," Strategic Management Journal, Wiley Blackwell, vol. 26(12), pages 1173-1181, December.
    2. Ozkaya, H. Erkan & Droge, Cornelia & Hult, G. Tomas M. & Calantone, Roger & Ozkaya, Elif, 2015. "Market orientation, knowledge competence, and innovation," International Journal of Research in Marketing, Elsevier, vol. 32(3), pages 309-318.
    3. Kozlenkova, Irina V. & Hult, G. Tomas M. & Lund, Donald J. & Mena, Jeannette A. & Kekec, Pinar, 2015. "The Role of Marketing Channels in Supply Chain Management," Journal of Retailing, Elsevier, vol. 91(4), pages 586-609.
    4. G. Tomas M. Hult & David J. Ketchen, 2001. "Does market orientation matter?: a test of the relationship between positional advantage and performance," Strategic Management Journal, Wiley Blackwell, vol. 22(9), pages 899-906, September.
    5. Bernard J. Jaworski & Ajay K. Kohli, 2017. "Conducting field-based, discovery-oriented research: lessons from our market orientation research experience," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 4-12, June.
    6. Rajan Varadarajan, 2015. "Strategic marketing, marketing strategy and market strategy," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 5(3), pages 78-90, December.
    7. Tom Connor, 2007. "Market orientation and performance," Strategic Management Journal, Wiley Blackwell, vol. 28(9), pages 957-959, September.
    8. Rajan Varadarajan, 2015. "Strategic marketing, marketing strategy and market strategy," AMS Review, Springer;Academy of Marketing Science, vol. 5(3), pages 78-90, December.
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    Cited by:

    1. Gnizy, Itzhak, 2019. "The role of inter-firm dispersion of international marketing capabilities in marketing strategy and business outcomes," Journal of Business Research, Elsevier, vol. 105(C), pages 214-226.
    2. O. C. Ferrell, 2018. "Marketing’s identity crisis: it’s complicated," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 30-38, June.
    3. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    4. Luis Enrique Valdez-Juárez & Dolores Gallardo-Vázquez & Elva Alicia Ramos-Escobar, 2018. "CSR and the Supply Chain: Effects on the Results of SMEs," Sustainability, MDPI, vol. 10(7), pages 1-27, July.
    5. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    6. Aksel I. Rokkan, 2023. "Market orientation (once again): Challenges and a suggested solution," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 71-91, June.

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