Strategic Choice and Marketing Managers: An Examination of Business-Level Marketing Objectives
研究了多产品公司中业务单元的战略营销推力选择，通过调查86位经理，发现市场吸引力、相对竞争实力、进入壁垒和组织奖励系统是区分不同战略的关键因素。
The author examines the choice of strategic marketing thrust for business units in multiproduct firms. In a survey, 86 managers in six firms provided their perception of several product/market and organizational context factors thought to influence strategic choice. The variables which best differentiated among business units with build, hold, or pull back strategies were the attractiveness of the market, the business unit's relative competitive strength, the level of entry barriers, and the organization reward system's relative emphasis on short-run business unit performance.