The past, present, and future of marketing strategy

This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent developments, availability of new data, and emerging issues.

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Author information

Authors and Affiliations

1. Columbia Business School, Columbia University, New York, NY, USA Sibel Sozuer & Donald R. Lehmann
2. Kellogg School of Management, Northwestern University, Evanston, IL, USA Gregory S. Carpenter
3. Tuck School of Business, Dartmouth College, Hanover, NH, USA Praveen K. Kopalle
4. McCombs School of Business, University of Texas at Austin, Austin, TX, USA Leigh M. McAlister

1. Sibel Sozuer