A Study of Strategic Orientations, Pakistani Brands and Implications
Rana Zamin Abbas
University of Management & Technology (UMT), Lahore, Pakistan
University of Management and Technology (UMT), Lahore, Pakistan
University of the Punjab (PU)
February 28, 2011
Interdisciplinary Journal of Contemporary Research in Business, Vol. 2, No. 10, February 2011
Purpose of this paper is to explore the three strategic orientations (customer, competitive, and technological) of the firm and new product performance. To understand which of three different strategic orientations is more appropriate, when and why it is so in the context of developing product innovations. To discuss Pakistani brands and develop repositions with reference to the working styles of Pakistani brands. It also discusses the theoretical and managerial implications for business in Pakistan.
Number of Pages in PDF File: 10
Keywords: Strategic orientation, Market orientation, Propositions, Pakistani brands
JEL Classification: M10Accepted Paper Series
Date posted: March 27, 2011
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