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    Implemented strategies in business-to-business contexts

    Access Status
    Fulltext not available
    Authors
    Woodside, Arch
    Pattinson, H.
    Montgomery, D.
    Date
    2012
    Type
    Journal Article
    
    Metadata
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    Citation
    Woodside, A. and Pattinson, H. and Montgomery, D. 2012. Implemented strategies in business-to-business contexts. Advances in Business Marketing and Purchasing. 18: pp. 323-355.
    Source Title
    Advances in Business Marketing and Purchasing
    DOI
    10.1108/S1069-0964(2012)0000018018
    ISBN
    9781780525761
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/53446
    Collection
    • Curtin Research Publications
    Abstract

    This chapter documents the contributions in the business-to-business (B2B) marketing-buying literature that focus on implemented strategies in specific contexts. Research on implemented strategies often includes thick descriptions of how things actually get done over a period of weeks, months, or years including how decision makers make sense of situations, go about processing information, make choices, interact with other decision makers, participate in specific actions, and interpret events and outcomes. Research on implemented strategies favors "direct research" (Mintzberg, 1979) that includes multiple face-to-face interviews of the same and different participants in B2B processes over the course of days, week, months, or years. Direct research is inherently inductive theory-building and casebased data driven in its theory-empirical approach. Direct research includes applying a number of possible research methods and results in a number of advances in B2B implemented-strategy-in-context theory.

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