Customer-based execution strategy in a global digital economy |
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| Affiliation: | 1. Smeal College of Business, The Pennsylvania State University, University Park, PA 16802, United States;2. Muma College of Business, University of South Florida, Tampa, FL 33620, United States;3. Eli Broad College of Business, Michigan State University, East Lansing, MI 48824, United States;4. Leeds University Business School, University of Leeds, Leeds, LS2 9JT, UK;5. Peter J. Tobin College of Business, St. John’s University, Queens, NY 11439, United States;1. Rotman School of Management at the University of Toronto, 105 St. George Street, Toronto, Ontario, Canada;2. China Europe International Business School, 699 Hongfeng Road, Pudong, Shanghai 201206, China;1. Opus College of Business, 1000 LaSalle Avenue, Minneapolis, MN 55403, United States;2. Muma College of Business, 4202 East Fowler Avenue, Tampa, FL 33620, United States;3. Seidman College of Business, 50 Front Avenue SW, Grand Rapids, MI 49504, United States;4. Farmer School of Business, 800 E. High Street, Oxford, OH 45056, United States;1. Xiamen University, Fujian Province 361005, China;2. University of Cincinnati, Cincinnati, OH 45220, United States;1. WOLFF & MÜLLER Holding GmbH & Co. KG, Schwieberdinger Str. 107, 70435 Stuttgart, Germany;2. Karlsruhe Institute of Technology (KIT), Institute of Information Systems and Marketing (IISM), Zirkel 2, Building 20.21, Room 105, 76131 Karlsruhe, Germany;1. Marketing Group, Warwick Business School, University of Warwick, Scarman Rd, Coventry CV4 7AL, United Kingdom;2. South Westphalia University of Applied Sciences, Lübecker Ring 2, 59494 Soest, Germany;3. Department of Marketing, Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Wien, Austria;1. School of Economics and Management, Tsinghua University, Beijing 100084, China;2. College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China;3. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia |
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| Abstract: | Multinational corporations (MNCs) are continuing to invest more in expanding into new markets around the world. These firms are faced with determining the optimal go-to-market strategy in these heterogeneous new markets to attract and retain profitable customers. This paper provides an organizing framework to help firms develop profitable customer-level strategies across countries in the digital environment. We start by providing a summary of the marketing literature on a customer-based execution strategy. Next, we discuss how the evolving digital landscape is affecting firms’ relationships with customers and describe some of the current digital product and process innovations in the marketplace. We discuss boundary conditions for how these digital product and process innovations might affect profitable customer strategies in a global context. In addition, we discuss implementation challenges that MNCs will likely face in deploying these customer-level strategies and other stakeholders (outside of customers) that will likely play a role in the execution of these customer-level strategies. Finally, we summarize set of research questions to guide future research on customer-level strategies in a global digital context. |
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| Keywords: | Customer-level Strategy Digital Innovation Global Marketing Strategy |
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