【精品文档】关于市场营销策略有关 的外文文献翻译：颠覆性的营销策略.pdfVIP

AMS Rev (2017) 7:20–25 DOI 10.1007/s13162-017-0097-4 COMMENTARY Disruptive marketing strategy G. Tomas M. Hult 1 David J. Ketchen Jr 2 Received: 9 May 2017 /Accepted: 21 May 2017 /Published online: 13 June 2017 # Academy of Marketing Science 2017 Abstract Disruptive marketing strategy is a process by which Introduction valuable marketing activities take root initially in applications within a department or function in an organization and then As a theoretical backbone to market orientation, the marketing relentlessly move across a company’s internal departments/ concept has been an important foundation of the boundary- functions, eventually connecting with external companies to spanning role of marketing for more than half a century ensure that market-based value creation is delivered to the (Lafferty and Hult 2001). Keith (1960, pp. 36–38) introduced company’s primary stakeholders. Understanding market- this boundary-spanning evolution of marketing in 1960 by fo- based value creation in the field of marketing has centered, cusing on the Bmarketing company … [where] marketing per- to a large degree, on market orientation studies via field-based, meates the entire organization … [and] we are moving from a discovery-oriented research. In some ways, market orientation company which has the marketing concept to a marketing – while viewed as the implementation of the marketing con- company.^ Hult (2011a, p. 509) capitalized on this evolution cept – became a disruptive marketing strategy for many orga- by delineating the ideas for a Btheory of the boundary-spanning nizations. That is, marketing started to permeate all aspects of marketing organization^ that placed emphasis on boundary- an organization, and even became a boundary-spanning phe- spanning not just across functi