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Differences between differentiators and cost leaders in market research and internal CRM usage

Valos, Michael, Bednall, David and Callaghan, Bill 2004, Differences between differentiators and cost leaders in market research and internal CRM usage, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1-8.

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Title Differences between differentiators and cost leaders in market research and internal CRM usage
Author(s) Valos, Michael
Bednall, David
Callaghan, Bill
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Start page 1
End page 8
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) strategy
market research
CRM
Summary The Porter strategy types of Differentiation and Cost Leadership are put forward as strategies leading to competitive advantage (Porter 1980). These types have quite contrasting implementation guidelines in terms of human resources, organisational structure, job design decision-making process, control systems, and information systems. These internal contrasts suggest Differentiators and Cost Leaders require contrasting roles for market research and internal CRM systems. Very few studies have explored the contingent role business strategy may have in explaining contrasting roles in marketing information systems or market research.

This study involved a cross-industry postal survey of 240 Australian marketing managers. One contribution of this study was to find market research having quite different roles in supporting Marketing (i.e. brand) Differentiators compared to Product (i.e. innovative feature) Differentiators. Surprisingly only one market research role differed when comparing Cost Leaders with Marketing Differentiator strategies. A final contribution was to find that no one strategy having a greater reliance on internal CRM systems in supporting decisionmaking.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005329

Document type: Conference Paper
Collections: School of Management and Marketing
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