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The “ICON” archetype: Its influence on customer orientation and innovation in South African firms
Luleå University of Technology.
Simon Fraser University.
Luleå University of Technology.
University of the Witwatersrand.
2007 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, Vol. 25, no 2, 157-174 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – This paper aims to investigate the relationship between a firm's “ICON” archetype, turbulence in its operating environment and its performance.

Design/methodology/approach – A questionnaire-based survey of 258 marketing managers in South Africa used a modified ICON scale to identify archetypes, assess perceived turbulence, and measure performance with respect to profitability, market share and growth rate.

Findings – The archetype to which a firm conforms depends to some extent on its perception of environmental turbulence, and has an influence on all aspects of its performance. “Isolate” firms tend to under-perform on all measures; “shapers” exhibit significantly higher rates of growth.

Research limitations/implications – The limitations are associated with mail surveys, single-respondent bias, and subjective assessment of performance. The study nevertheless demonstrates the validity and usefulness of the ICON matrix and scale, and sets directions for further investigation.

Practical implications – Offers a simple yet powerful way for marketing managers and planners to identify their firm's ICON archetype, and illustrates the impact it can have on performance.

Originality/value – A managerially useful adaptation of the original ICON scale is applied beyond the conventional setting of North America or Europe, in a challenging managerial environment.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2007. Vol. 25, no 2, 157-174 p.
Keyword [en]
Corporate strategy, Marketing management, South Africa, Strategic planning
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-59146DOI: 10.1108/02634500710737942OAI: diva2:475120
Qc 20120118Available from: 2012-01-18 Created: 2012-01-10 Last updated: 2012-01-18Bibliographically approved

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