Consumer-focused market driving strategies

Event Date: 18 March 2014

Speaker: Professor Gabriele Troilo

Time: 10am. Following this a buffet lunch will be served.

Location: Stenhouse Building, room 315

Abstract

Market-driving strategies are experiencing an increasing popularity in today’s managerial practice, where innovation is considered a fundamental strategy to achieve competitive advantage . However, marketing scholars have devoted limited attention to this construct, that lacks conceptual clarity when compared to complementary constructs like market-driven strategies, product innovation strategy or marketing strategy creativity. In my presentation I will provide a definition of the construct of market-driving strategy, whereby a number of alternative strategies can be identified. Further, with the help of consumer behavior and marketing strategy literature, I will also provide a conceptual framework of the consequences of these strategies and the contingencies upon which some of them are more effective than others.

Biography

Gabriele Troilo is Associate Professor of Marketing at Bocconi University, Milano. His main research areas are marketing organization, marketing cross-functional collaboration, and the relations between marketing, creativity and innovation. He has published in several marketing and management journals on these topics, like Industrial Marketing Management,  Journal of Product Innovation Management, Journal of Business Research, Research Policy, Psychology and Marketing. He is also author of some books, like Marketing Knowledge Management (Edward Elgar, 2006) and Marketing in Creative Industries (Palgrave-Macmillan, forthcoming).

Published: 20 March 2018