Growth strategies and performance in electronics companies

Article Abstract:

This paper examines the relationships between product-market policy options, marketing performance, and the growth strategies adopted by 42 technology-based manufacturing firms. The results show that product-market policy options are significantly different for diversified firms compared with firms which pursue product or market-based strategies. Additional analysis indicates that the marketing performance of diversified firms is weaker than that of other firms. Few differences in performance were noted among firms pursuing product development, market development, or market penetration strategies, i.e., the marketing managers' perception and objective evaluations of marketing performance are similar for firms pursuing these strategies. (Reprinted by permission of the publisher.)

Marketing, Electronics industry

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Improving survey responses with postcards

Article Abstract:

Previous research on mail survey response has been focused on consumer and/or student populations, with little effort aimed specifically at industrial organizations. This paper reports on a planned test of the impact of postcard prenotification on large industrial respondents. The results indicate that postcard prenotification had positive impacts on response rates, response speed, and data quality. The study also included analysis of the associated costs. (Reprinted by permission of the publisher.)

Surveys, Industry, Industries, Mail surveys, Postcards

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