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The Effects of Supplier Focus, Customer Responsiveness and Strategy Type on Growth in a Transition Economy
James H. Martin and Bruno Grbac
Journal of Marketing Theory and Practice
Vol. 11, No. 2 (Spring, 2003), pp. 43-55
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40470110
Page Count: 13
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This study explores whether firms in the turbulent, transition economy of Croatia can develop competencies that they can then translate into growth in sales and profits. A supplier focus, or acquiring and maintaining detailed information about suppliers, and responsiveness to customer needs were both important competencies in affecting growth of the firm, but in different ways. Managers pursuing a low cost strategy were able to grow sales by maintaining an extensive supplier focus. Managers who built a customer response system benefited in terms of sales growth and profit growth regardless of the type of strategy being pursued.
Journal of Marketing Theory and Practice © 2003 Taylor & Francis, Ltd.