Investigating Business Performance in Power Asymmetry Considering the Role of Marketing and Porter Strategies

Document Type : Original Article

Author

MSc, Business Management, Islamic Azad University- Rasht Branch, Rasht, Iran

Abstract

Abstract

No doubt, the issue power is important between the organizational units. When, there is power asymmetry between units, performance is negatively affected. Because of, the dysfunctional aspects of power asymmetry. And organization cant have a desirable performance. Because desirable performance is the result of correct interaction organizational units. In this regard, power discussion between marketing and other units is consideration. The key objective of the study are: to determination whether ,there is power asymmetry is between units of product corporation, to investigate the effect on business performance of power asymmetry in attention to Porter strategies, and the determine whether the link between a marketing unit and business performance. The limited sampling method was used. Data was collected using questionnaire. This study is applied and survey in term of data collection. For hypotheses testing we used Analysis of variance, Duncan testing and Pearson correlation coefficient. The study shows that there is power asymmetry between units of product corporate and business performance became weaker in organization that rely more heavily on a low-cost strategy. Power marketing units has a positive effect on business performance.

Keywords

References

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New Marketing Research Journal
Volume 7, Issue 2 - Serial Number 25
August 2017
Pages 153-166

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History

  • Receive Date: 02 August 2016
  • Accept Date: 17 June 2017

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