Differentiation via the marketing mix

Journal Article

In this paper we investigate the conjecture that increasing marketing mix specialization enhances firm performance. We start by identifying two dimensions of specialization - absolute (concentration of expenditures) and relative to competition (distinctiveness). We then propose underlying mechanisms that lead to effects of marketing mix specialization on firm performance. Using these guidelines we specify an empirical model that relates marketing mix specialization to firm performance. We estimate this model using PIMS data and find support for our propositions. © 1992 Kluwer Academic Publishers.

Full Text

Duke Authors

Cited Authors

  • Boulding, W; Lee, E

Published Date

  • 1992

Published In

Volume / Issue

  • 3 / 4

Start / End Page

  • 343 - 356

International Standard Serial Number (ISSN)

  • 0923-0645

Digital Object Identifier (DOI)

  • 10.1007/BF00993919