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Strategic marketing variables under conditions of competitive bidding

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  • Stuart S T. P. Slatter

Abstract

Firms that obtain orders through frequent competitive bidding often fail to realize that the analysis required for making strategic marketing decisions is quite different from that for firms where competitive bidding is absent. This article presents a conceptual framework, the bidding pyramid, for understanding the interrelationships between the six major internal variables that management should adjust if optimal performance is to be achieved. The framework has been derived as the result of research undertaken in the U.K. construction industry.

Suggested Citation

  • Stuart S T. P. Slatter, 1990. "Strategic marketing variables under conditions of competitive bidding," Strategic Management Journal, Wiley Blackwell, vol. 11(4), pages 309-317, May.
    • Handle: RePEc:bla:stratm:v:11:y:1990:i:4:p:309-317
    DOI: 10.1002/smj.4250110406
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    Cited by:

    1. Crittenden, Victoria L. & Crittenden, William F., 1995. "Examining the impact of manufacturing and marketing capacity decisions on firm profitability," International Journal of Production Economics, Elsevier, vol. 40(1), pages 57-72, June.
    2. Lemaire, Jean-Paul, 1996. "International projects' changing patterns: Sales engineers' changing roles," International Business Review, Elsevier, vol. 5(6), pages 603-629, December.
    3. Easton, Fred F. & Moodie, Douglas R., 1999. "Pricing and lead time decisions for make-to-order firms with contingent orders," European Journal of Operational Research, Elsevier, vol. 116(2), pages 305-318, July.

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