Tracing Emergent Processes in Marketing Strategy Formation
采用探索性案例研究和网络分析方法，追踪营销战略形成中的涌现过程，识别关键组织参与者，并探讨自主战略行为与战略营销过程的联系。
Though a process perspective has been adopted in emerging conceptualizations of strategic marketing, little attention has been given to process issues in marketing strategy research. Using an exploratory case research approach in conjunction with network analysis, the authors trace emergent processes in marketing strategy formation and identify key organizational players. The concept of autonomous strategic behavior is explored and linked to strategic marketing processes in the firm. Key managerial and research implications are highlighted.