{"id":"https://openalex.org/W2002850509","doi":"https://doi.org/10.1108/02635570910930082","title":"An exploration of marketing tactics for turbulent environments","display_name":"An exploration of marketing tactics for turbulent environments","publication_year":2009,"publication_date":"2009-03-07","ids":{"openalex":"https://openalex.org/W2002850509","doi":"https://doi.org/10.1108/02635570910930082","mag":"2002850509"},"language":"en","primary_location":{"id":"doi:10.1108/02635570910930082","is_oa":false,"landing_page_url":"https://doi.org/10.1108/02635570910930082","pdf_url":null,"source":{"id":"https://openalex.org/S37320504","display_name":"Industrial Management & Data Systems","issn_l":"0263-5577","issn":["0263-5577","1758-5783"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Industrial Management & Data Systems","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5008332931","display_name":"Roger Mason","orcid":"https://orcid.org/0000-0001-7927-1767"},"institutions":[{"id":"https://openalex.org/I177181097","display_name":"Durban University of Technology","ror":"https://ror.org/0303y7a51","country_code":"ZA","type":"education","lineage":["https://openalex.org/I177181097"]},{"id":"https://openalex.org/I119664326","display_name":"University of Wolverhampton","ror":"https://ror.org/01k2y1055","country_code":"GB","type":"education","lineage":["https://openalex.org/I119664326"]}],"countries":["GB","ZA"],"is_corresponding":true,"raw_author_name":"Roger B. Mason","raw_affiliation_strings":["Department of Marketing, University of Wolverhampton, Wolverhampton, UK Durban University of Technology, Durban, South Africa","(Department of Marketing, University of Wolverhampton, Wolverhampton, UK Durban University of Technology, Durban, South Africa)"],"affiliations":[{"raw_affiliation_string":"Department of Marketing, University of Wolverhampton, Wolverhampton, UK Durban University of Technology, Durban, South Africa","institution_ids":["https://openalex.org/I177181097","https://openalex.org/I119664326"]},{"raw_affiliation_string":"(Department of Marketing, University of Wolverhampton, Wolverhampton, UK Durban University of Technology, Durban, South Africa)","institution_ids":["https://openalex.org/I177181097"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5002356732","display_name":"Gavin E. Staude","orcid":null},"institutions":[{"id":"https://openalex.org/I203238179","display_name":"Rhodes University","ror":"https://ror.org/016sewp10","country_code":"ZA","type":"education","lineage":["https://openalex.org/I203238179"]}],"countries":["ZA"],"is_corresponding":false,"raw_author_name":"Gavin Staude","raw_affiliation_strings":["Rhodes Investec Business School, Rhodes University, Grahamstown, South Africa","(Rhodes Investec Business School, Rhodes University, Grahamstown, South Africa)"],"affiliations":[{"raw_affiliation_string":"Rhodes Investec Business School, Rhodes University, Grahamstown, South Africa","institution_ids":["https://openalex.org/I203238179"]},{"raw_affiliation_string":"(Rhodes Investec Business School, Rhodes University, Grahamstown, South Africa)","institution_ids":["https://openalex.org/I203238179"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5008332931"],"corresponding_institution_ids":["https://openalex.org/I119664326","https://openalex.org/I177181097"],"apc_list":null,"apc_paid":null,"fwci":4.1659,"has_fulltext":false,"cited_by_count":28,"citation_normalized_percentile":{"value":0.93603561,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"109","issue":"2","first_page":"173","last_page":"190"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12659","display_name":"Innovation Diffusion and Forecasting","score":0.9850999712944031,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12659","display_name":"Innovation Diffusion and Forecasting","score":0.9850999712944031,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10154","display_name":"Customer Service Quality and Loyalty","score":0.9842000007629395,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9797000288963318,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.7793890237808228},{"id":"https://openalex.org/keywords/marketing-mix","display_name":"Marketing mix","score":0.6813403367996216},{"id":"https://openalex.org/keywords/quantitative-marketing-research","display_name":"Quantitative marketing research","score":0.6669186949729919},{"id":"https://openalex.org/keywords/marketing-research","display_name":"Marketing research","score":0.6482536792755127},{"id":"https://openalex.org/keywords/return-on-marketing-investment","display_name":"Return on marketing investment","score":0.633857011795044},{"id":"https://openalex.org/keywords/marketing-management","display_name":"Marketing management","score":0.6177160143852234},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"Marketing strategy","score":0.6169214248657227},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5283157229423523},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.5279309749603271},{"id":"https://openalex.org/keywords/originality","display_name":"Originality","score":0.5039498209953308},{"id":"https://openalex.org/keywords/exploratory-research","display_name":"Exploratory research","score":0.4851308763027191},{"id":"https://openalex.org/keywords/relationship-marketing","display_name":"Relationship marketing","score":0.44207826256752014},{"id":"https://openalex.org/keywords/qualitative-marketing-research","display_name":"Qualitative marketing research","score":0.44004693627357483},{"id":"https://openalex.org/keywords/marketing-effectiveness","display_name":"Marketing effectiveness","score":0.42305901646614075},{"id":"https://openalex.org/keywords/qualitative-research","display_name":"Qualitative research","score":0.25093162059783936},{"id":"https://openalex.org/keywords/sociology","display_name":"Sociology","score":0.13590577244758606}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7793890237808228},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.6813403367996216},{"id":"https://openalex.org/C53941439","wikidata":"https://www.wikidata.org/wiki/Q7268931","display_name":"Quantitative marketing research","level":4,"score":0.6669186949729919},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.6482536792755127},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.633857011795044},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.6177160143852234},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.6169214248657227},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5283157229423523},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.5279309749603271},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.5039498209953308},{"id":"https://openalex.org/C85973986","wikidata":"https://www.wikidata.org/wiki/Q1091731","display_name":"Exploratory research","level":2,"score":0.4851308763027191},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.44207826256752014},{"id":"https://openalex.org/C37653941","wikidata":"https://www.wikidata.org/wiki/Q1755089","display_name":"Qualitative marketing research","level":5,"score":0.44004693627357483},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.42305901646614075},{"id":"https://openalex.org/C190248442","wikidata":"https://www.wikidata.org/wiki/Q839486","display_name":"Qualitative research","level":2,"score":0.25093162059783936},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.13590577244758606},{"id":"https://openalex.org/C36289849","wikidata":"https://www.wikidata.org/wiki/Q34749","display_name":"Social science","level":1,"score":0.0},{"id":"https://openalex.org/C19165224","wikidata":"https://www.wikidata.org/wiki/Q23404","display_name":"Anthropology","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1108/02635570910930082","is_oa":false,"landing_page_url":"https://doi.org/10.1108/02635570910930082","pdf_url":null,"source":{"id":"https://openalex.org/S37320504","display_name":"Industrial Management & Data Systems","issn_l":"0263-5577","issn":["0263-5577","1758-5783"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Industrial Management & Data Systems","raw_type":"journal-article"},{"id":"pmh:oai:openscholar.dut.ac.za:10321/607","is_oa":false,"landing_page_url":"http://hdl.handle.net/10321/607","pdf_url":null,"source":{"id":"https://openalex.org/S4377196730","display_name":"DUT Open Scholar (Durban University of Technology)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I177181097","host_organization_name":"Durban University of Technology","host_organization_lineage":["https://openalex.org/I177181097"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"","raw_type":"Article"},{"id":"pmh:oai:wlv.openrepository.com:2436/74779","is_oa":false,"landing_page_url":"http://hdl.handle.net/2436/74779","pdf_url":null,"source":{"id":"https://openalex.org/S4306401000","display_name":"Wolverhampton Intellectual Repository and E-Theses (University of Wolverhampton)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I119664326","host_organization_name":"University of Wolverhampton","host_organization_lineage":["https://openalex.org/I119664326"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Journal article"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","score":0.46000000834465027,"id":"https://metadata.un.org/sdg/9"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":45,"referenced_works":["https://openalex.org/W108411428","https://openalex.org/W403366843","https://openalex.org/W594560690","https://openalex.org/W607954445","https://openalex.org/W639031682","https://openalex.org/W652416982","https://openalex.org/W659441840","https://openalex.org/W1502819970","https://openalex.org/W1504784111","https://openalex.org/W1527311855","https://openalex.org/W1529829940","https://openalex.org/W1547253197","https://openalex.org/W1547594306","https://openalex.org/W1603125153","https://openalex.org/W1973149466","https://openalex.org/W1976958953","https://openalex.org/W1977010855","https://openalex.org/W2008102245","https://openalex.org/W2018311467","https://openalex.org/W2044974871","https://openalex.org/W2045524276","https://openalex.org/W2048038272","https://openalex.org/W2049039021","https://openalex.org/W2061328776","https://openalex.org/W2073944348","https://openalex.org/W2075077332","https://openalex.org/W2085948568","https://openalex.org/W2088058939","https://openalex.org/W2093070887","https://openalex.org/W2093569124","https://openalex.org/W2094843549","https://openalex.org/W2129137856","https://openalex.org/W2139397167","https://openalex.org/W2139884877","https://openalex.org/W2148577030","https://openalex.org/W2170869289","https://openalex.org/W2336121016","https://openalex.org/W2342069269","https://openalex.org/W2370627323","https://openalex.org/W2579549418","https://openalex.org/W2921957897","https://openalex.org/W2970355746","https://openalex.org/W2992545455","https://openalex.org/W4232335055","https://openalex.org/W4285719527"],"related_works":["https://openalex.org/W583681246","https://openalex.org/W3014723425","https://openalex.org/W105587320","https://openalex.org/W4388185474","https://openalex.org/W2059014016","https://openalex.org/W4382895894","https://openalex.org/W3148021832","https://openalex.org/W2294186169","https://openalex.org/W3125764589","https://openalex.org/W4312811906"],"abstract_inverted_index":{"Purpose":[0],"The":[1,75,90,122,157,175],"purpose":[2],"of":[3,12,66,172,190,223,227],"this":[4],"paper":[5,158,215],"is":[6,15,153,216],"to":[7,24,62,110,167,180,184,220,229],"propose":[8],"that":[9,94,106],"the":[10,18,26,38,64,86,95,127,133,182,188,210,214,221],"choice":[11],"marketing":[13,27,36,48,67,102,112,170,199,211,224,234],"tactics":[14,28,113,183,208],"influenced":[16],"by":[17,126,162],"company's":[19],"external":[20],"environment.":[21,74,192],"It":[22],"aims":[23],"illustrate":[25],"suggested":[29,69],"for":[30,70],"a":[31,43,58,71,100,164],"complex,":[32,72],"turbulent":[33,73,118],"environment,":[34],"when":[35],"and":[37,104,132,142,149,209,233],"environment":[39],"are":[40,124],"viewed":[41],"through":[42],"complexity":[44,53,108,197],"lens.":[45],"Design/methodology/approach":[46],"A":[47],"mix":[49,68,225],"model,":[50],"derived":[51],"from":[52],"literature,":[54],"was":[55,77],"assessed":[56],"via":[57],"multiple":[59],"case":[60],"study":[61,76],"identify":[63,181],"type":[65],"exploratory,":[78,129],"using":[79,107],"in\u2010depth":[80],"interviews":[81],"with":[82,140,146,204],"two":[83],"companies":[84],"in":[85,117,150,198],"IT":[87],"industry.":[88],"Findings":[89],"results":[91],"tentatively":[92],"confirmed":[93],"more":[96],"successful":[97],"company":[98],"used":[99],"destabilizing":[101],"mix,":[103],"suggest":[105],"theory":[109],"develop":[111],"could":[114],"be":[115,138],"helpful":[116],"environments.":[119],"Research":[120],"limitations/implications":[121],"findings":[123],"limited":[125],"study's":[128],"qualitative":[130],"nature":[131,189],"small":[134],"sample.":[135],"Generalizing":[136],"should":[137],"done":[139],"care":[141],"therefore":[143],"further":[144],"research":[145],"larger":[147],"samples":[148],"different":[151],"environments":[152],"recommended.":[154],"Practical":[155],"implications":[156],"will":[159],"benefit":[160],"marketers":[161,179,232],"emphasizing":[163],"new":[165],"way":[166],"consider":[168],"future":[169],"activities":[171],"their":[173,191],"companies.":[174],"model":[176],"can":[177],"assist":[178],"use,":[185],"dependent":[186],"on":[187,196,202,207],"Originality/value":[193],"Most":[194],"work":[195],"has":[200],"concentrated":[201],"strategy,":[203],"little":[205],"emphasis":[206],"mix.":[212],"Therefore,":[213],"an":[217],"important":[218],"contribution":[219],"understanding":[222],"choices,":[226],"interest":[228],"both":[230],"practising":[231],"academics.":[235]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":2},{"year":2020,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2015,"cited_by_count":4},{"year":2014,"cited_by_count":5},{"year":2013,"cited_by_count":2},{"year":2012,"cited_by_count":1}],"updated_date":"2026-04-05T17:49:38.594831","created_date":"2025-10-10T00:00:00"}