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A Study of Strategic Orientations, Pakistani Brands and ImplicationsRana Zamin AbbasUniversity of Management & Technology (UMT), Lahore, Pakistan Abdul RafayUniversity of Management and Technology (UMT), Lahore, Pakistan Zulfqar AhmadUniversity of the Punjab (PU) February 28, 2011 Interdisciplinary Journal of Contemporary Research in Business, Vol. 2, No. 10, February 2011 Abstract: 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: M10 Accepted Paper SeriesDate posted: March 27, 2011Suggested CitationContact Information
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