Journal of the Academy of Marketing Science

, Volume 30, Issue 4, pp 296–312 | Cite as

Marketing strategy and the internet: An organizing framework

  • P. Rajan Varadarajan
  • Manjit S. Yadav


Competitive strategy is primarily concerned with how a business should deploy resources at its disposal to achieve and maintain defensible competitive positional advantages in the marketplace. Competitive marketing strategy focuses on how a business should deploy marketing resources at its disposal to facilitate the achievement and maintenance of competitive positional advantages in the marketplace. In a growing number of product-markets, the competitive landscape has evolved from a predominantly physical marketplace to one encompassing both the physical and the electronic marketplace. This article presents a conceptual framework delineating the drivers and outcomes of marketing strategy in the context of competing in this broader, evolving marketplace. The proposed framework provides insights into changes in the nature and scope of marketing strategy; specific industry, product, buyer, and buying environment characteristics; and the unique skills and resources of the firm that assume added relevance in the context of competing in the evolving marketplace.


Marketing Strategy Search Cost Network Externality Harvard Business Review Competitive Strategy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 2002

Authors and Affiliations

  • P. Rajan Varadarajan
    • 1
  • Manjit S. Yadav
    • 1
  1. 1.Texas A&M UniversityUSA

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