| Abstract: | ABSTRACT In today's environment-where changes in price, promotion, and product often are quickly imitated-the way to sustain competitive advantage may lie in changes to ancillary services, such as logistics. By leveraging excellent and superior logistics services, intricately linked with marketing strategy, firms can potentially create and maintain competitive advantage. The purpose of this paper is to begin the theoretical development process by understanding the implications of logistics leverage on marketing strategy. Two sources of antecedent justification, application of extant literature and observation of the phenomenon through case studies, are employed to develop the theoretical model. Conclusions, with implications for managers and suggestions for futue research, areal soprovided. |
