The “ICON” archetype: Its influence on customer orientation and innovation in South African firms
2007 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, Vol. 25, no 2, 157-174 p.Article in journal (Refereed) Published
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.
Corporate strategy, Marketing management, South Africa, Strategic planning
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-59146DOI: 10.1108/02634500710737942OAI: oai:DiVA.org:kth-59146DiVA: diva2:475120
Qc 201201182012-01-182012-01-102012-01-18Bibliographically approved