We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by marketoriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term success, they represent an unnecessary cost and provide no added value to companies focusing on market-driven strategies and short term results.

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明星营销商对市场策略选择的影响

我们专注于了解明星营销者在追求市场驱动战略与市场驱动战略中的作用。结果表明，市场驱动和市场驱动策略是面向市场的公司可以采用的两种方法。明星营销人员对市场驱动战略具有强大的积极影响。相比之下，明星营销者对以市场为导向的策略没有有意义的影响。简而言之，尽管明星营销商对于市场驱动战略和长期成功至关重要，但它们却代表了不必要的成本，并没有为专注于市场驱动战略和短期结果的公司提供任何附加价值。