Prof. dr. Ruud Frambach
Marketing strategy renewal
Increasingly firms recognize the importance of delivering distinctive customer value on a continuous basis for creating competitive advantage. However, within a context of changing market conditions, typical for many industries, a critical success factor is whether firms have the capability to formulate effective marketing strategy on a continued basis. This requires firms to constantly evaluate, and if necessary, renew their marketing strategic choice. Understanding which firms are stimulated and capable of doing so, which innovative approaches to marketing strategic decisions are most effective and in what way, is the central objective of my PHD project.