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Corporate marketing intensity, market competition, and strategic aggressiveness

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  • Yan, Jing
  • Yuan, Peng

Abstract

Based on data from Chinese A-share listed companies from 2012 to 2023, this paper empirically reveals the driving mechanism of marketing activities on corporate strategic transformation. The study finds that: marketing intensity has a positive impact on corporate strategic aggressiveness; competitive markets drive firms to adopt aggressive strategies through demand uncertainty and resource scarcity, while in monopolistic markets, the strategic value of marketing investment is weakened due to rigid demand and policy dependence; marketing intensity forms a mediating chain of "market power - resource endowment - strategic space" by enhancing market share.

Suggested Citation

  • Yan, Jing & Yuan, Peng, 2025. "Corporate marketing intensity, market competition, and strategic aggressiveness," Finance Research Letters, Elsevier, vol. 85(PD).
    • Handle: RePEc:eee:finlet:v:85:y:2025:i:pd:s1544612325014813
    DOI: 10.1016/j.frl.2025.108226
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    References listed on IDEAS

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