Market Strategies
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Market Strategies

Scope and Typologies

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The field of managerial strategy research is one of the broadest and most far reaching fields in the scholarly business research. It has influence on almost all business related fields in theory and practice and has been discussed very intensively. However, there are numerous concepts and terms within this research area that are difficult to separate and distinguish. Terms therefore are confused and become more and more indefinite and ambiguous. Expres- sions like competitive strategy, business strategy, market strategy, and marketing strategy are often used synonymously and undifferentiated, ...