Why firms exploit the dual marketing strategy? A network-institutional perspective
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 2 April 2020
Issue publication date: 23 November 2021
Abstract
Purpose
Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets both the consumer (business-to-consumer) and business markets (business-to-business). This study uses the regulated housing market as its research context in examining how housing developers cope with government intervention when implementing a dual marketing strategy.
Design/methodology/approach
This study applies a qualitative case study research approach, using 19 in-depth interviews, from the purposefully selected industry actors within the housing market, observations and documents.
Findings
The findings uncover housing developers’ struggles in dealing with government intervention when they adopt a dual marketing strategy. When dealing with the regulated consumer market, developers formed an issue-based net with other competitors and used their association to bargain with the government for flexibility in public policy. When selling to the business market, in which the private investment club emerged as a powerful actor, they initiated strategic net and influenced property developers’ pricing and selling strategies. The findings also demonstrate that the restrictions imposed on the consumer market have a spillover effect on the business market, which reflects the contextual embeddedness of the two markets.
Originality/value
This study contributes to the understanding of how actors strategize and co-evolve when implementing a dual marketing strategy. It helps policymakers, business actors and other connected actors to understand the interactions of all actors within a network that affects each other’s decisions.
Keywords
Acknowledgements
This article is a part of the author’s PhD thesis. The author would like to thank Monash University for the full scholarship, and supervisors Associate Prof Brian Low, Prof Christina Lee and panel members for their support and guidance. He also would like to thank two anonymous JBIM reviewers for their helpful comments. There is no funding received for this study.
Citation
Cheah, C.W. (2021), "Why firms exploit the dual marketing strategy? A network-institutional perspective", Journal of Business & Industrial Marketing, Vol. 36 No. 12, pp. 2150-2164. https://doi.org/10.1108/JBIM-05-2019-0205
Publisher
:Emerald Publishing Limited
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