For this assignment:
The topic has been chosen as
Research Problem (Tier 2) In the age of GDPR and the increasing importance of preserving customers’ privacy, what is the appropriate tradeoff between privacy and personalization, and what are the ethical ramifications of customer data collection and use? How will regulation/compliance affect marketing?
Next I will need you to create a research perspective and 2 research questions
Selected references should be included. Cite references you have already used (including the textbook) and any references you intend to use. Please note that the literature review will have at least six references with a minimum of four references from peer-reviewed research.
The Marketing Science Institute (MSI) is a highly-regarded organization that researches and publishes of new trends in strategic and functional marketing. Its research agenda often sets the pulse for both academic and practical research.
For your class project, you will choose one of the research areas/questions identified in the MSI report and will develop a research proposal to address research questions (RQs) refined from the MSI report from a specific research perspective. Your final proposal will include both secondary data collection through a literature review and a proposed primary data research design (you will not be conducting primary research but designing the tools for a hypothetical situation).
Project Part 2: Literature Review
Secondary data is critical for many marketing research projects. Conducting a literature review or review of secondary data helps in framing primary research projects, providing context for issues, informs what research had already been performed, and gives key insights into new or developing ideas and trends. For this part of the project, please complete the following and see submission guidelines below:
Submission guidelines are below. Here is a sample for an idea of formatting and content.
SAMPLE: LITERATURE REVIEW 1
THIS IS A SAMPLE/EXAMPLE ONLY TO BE USED FOR FORMATTING
Project Part 2: Literature Review: Marketing Strategy Research
Tessa Rose Evans
Missouri Baptist University
Tessa Rose Evans
Missouri Baptist University
MRKT 373: Market Research
Prof. Stephanie Kontrim-Baumann
September 12, 2021
WORD COUNT: Should be between 1250 and 1500 words NOT counting the title page, abstract or
references. The body of this paper is 1463 words to give you an idea of length.
SAMPLE: LITERATURE REVIEW 2
This brief literature review involves analysis of several secondary resources including
peer reviewed journals to address the research questions posed by Marketing Science Institute’s
Research Priorities 2020-2021. The research questions developed investigate marketing theory.
Included are broad applications of decision-making processes toward marketing strategy
development and specifically addresses how marketing impacts strategic decision making
through the customer value proposition, global market advancements, and supply chain
management. The paper concludes with a summary and implications for future research.
Keywords: marketing, strategic planning, plan implementation, competitive advantage,
customer value proposition, branding, supply chain management
An abstract gives a summary of your
work. It does not count toward your
word count. Make sure to include
SAMPLE: LITERATURE REVIEW 3
The marketing orientation (MO) continues to dominate business strategy and planning,
that is the focus on customer wants and needs and the relationship that firms must manage and
encourage to be successful in not only today’s marketplace but also for the future firm
performance (Payne et al., 2020). Marketing strategy must be an integral part of firm strategy,
that is the culmination of the information, environmental scanning, internal resource allocation,
and execution all of which allow managers to formulate strategy to create business model in
which the organization to operate. The Marketing Science Institute (MSI) research initiatives for
2020-2022 include a category on organizing for marketing agility which propel research
questions about how marketing can impact the process of strategy execution (MSI. 2020). Within
this literature review, research questions are explored as a means to further identify issues that
hinder marketing strategy development and execution how marketing as function, and as a
strategic partner, impacts strategy development and execution.
Research Question 1: How can marketing impact the process of business strategy
development and execution?
Strategizing the Customer Value Proposition through Brand Building
While some would argue that customer value proposition (CVP) is not a new concept
with origins in the early 1900s as an offer-acceptance model, it has evolved over the last century
to become a fundamental concern of the firm (Payne et al., 2020). How a firm delivers value to
the customer, and therefore, creates value within the firm is an organizing principle that
dominates strategy development and execution and sets the course for the firm’s business model
(Payne et al., 2020). At the heart of the CVP is how a company organizes its products and
services to create a competitive advantage in the marketplace. Brand building is an effective way
introduction and a
for each research
example just has
question but you
will have at least
two sections, one
for each question.
Make sure your
discusses how you
arrived at the
questions and gives
a background for
SAMPLE: LITERATURE REVIEW 4
to develop a competitively advantageous CVP, development chain and supply chain integration,
and financial performance of the firm are all elements of strategy through the CVP (Payne et al.,
Pursuit of Global Markets toward Competitive Advantage
Global markets represent vast potential for most firms and many firms seek
internationalization as way to build competitive advantage. In 1983, Levitt wrote on the
globalization of markets in which he theorized that the global marketplace for consumer goods
would devolve into a homogeneity as advances in technology and decreasing transportation costs
would open strategic decisions toward a unified global marketplace (Levitt, 1983). Although
Levitt’s central theme of the growing homogeneity of consumer tastes and preferences has
received criticism, Levitt always acknowledged multi-culturalism as a challenge and opportunity
for firms in strategic and marketing planning (Levitt, 1983). The globalization phenomenon
accelerated at rapid pace throughout the end of twentieth century with declining trade barriers
and the fall of communism in the east leading conglomerates and small business alike to enter
the global marketplace (Borchardt et al., 2018). The entrenchment of most nation states in cross-
border business has never been more evident than in the marketing and supply disruptions of the
external shock of the COVID-19 pandemic; however, international markets are still viable
strategic choices even while multilateral institutions may face more restrictions in the near term
Strategic questions for most firms are not whether or why to pursue international markets
but where, when, and how. Seeking new customers through global branding, decreasing
production costs through global production and knowledge-sharing, spreading democracy
through capitalism, and bettering the lesser developed world especially in emerging markets at
SAMPLE: LITERATURE REVIEW 5
the base of the economic pyramid (BOP) are all reasons for pursuing international strategy
(Borchardt et al., 2018).
Marketing can inform the strategic decision toward internalization through the
aforementioned ideas of global markets. Firms which choose to enter the global space must
adopt and adapt both strategies and tactics for success (Borchardt et al., 2018).
Supply Chain’s Evolving Relationship with Marketing for Strategy Development
There is currently a philosophical impasse over how and whether supply chain
management fits into the marketing paradigm in today’s business environment (Noci, 2019). As
supply chain management has evolved over the last several decades to encompass a wide-
ranging organization of tasks and strategies of development, production, delivery, logistics, and
services of the firm’s inputs and outputs, the marketing connection has eroded (Golgeci &
Gligor, 2017). Strategic emphasis has shifted to the need to achieve cost and operational
efficiencies, so the traditional idea of place in the marketing mix is in flux. Current literature
suggests that marketing, though, has significant role in supply chain to aid in the strategy
development and execution of that strategy, especially in the development of customer-centric
theories that place value on collaborative and integrative mechanisms between marketing and
supply chain (Autry, 2021; Golgeci & Gligor, 2017; Noci, 2019).
In a recent article, Autry (2021) provides a historical picture of the milestones in the
growing separation between supply chain management activities and marketing activities within
the firm, calling into question how much latitude and oversight marketing still provides in the
place element of the marketing mix. By way of definition, the marketing activities of the firm
provide the means for long-term exchange for customer demand while the supply chain
management activities provide the time, place and form utility “in effect, serving as the how that
SAMPLE: LITERATURE REVIEW 6
underpins marketing’s what” (Autry, 2021, p. 103). The article further provides areas where
marketing and supply chain can bridge the divide, by implementing customer-focused and
centric strategies for supply chain and providing areas of collaboration (Autry, 2021).
Specifically addressed are the areas of demand-chain forecasting and planning, supplier
management, logistics and manufacturing, disruptive technologies, global societal changes, and
sustainability all of which are ripe for an infusion of marketing collaboration not only to drive a
more integrated strategy but for competitive advantage opportunities.
In a more reflective piece, Noci (2018) ruminates on the interface between marketing and
supply chain as a lack of communication and common purpose, citing the changes in the
competitive landscape and customer-firm relationships as reasons to improve collaboration
between the two functions. While presenting that marketing has a distinct set of functions from
supply chain management, Noci (2018) states that marketing should take a pervasive, integrated
role in helping supply chain management processes and strategy become more customer
oriented. The rationale is that marketing impacts decisions along the supply chain in that
marketing must help to reshape supply chain “in order to reconfigure the essence of competition
and the value to customers” (Noci, 2018, p. 380). Another rationale for the melding of the two
involves the customer journey and customer expectations of product quality and effect on brand
equity (Noci, 2018). As marketing is more involved in supply chain activities, strategies toward
consumer expectations can be aligned.
The focus of the literature on supply chain is to aid strategy in integrating supply chain
into a customer-centric model. Gligor et al. (2020) discuss rightly that the configuration of
supply chain can become a competitive advantage and strategic resource by appropriate use of
the triple-A framework, that is agility, adaptability, and alignment. In a study that investigated
SAMPLE: LITERATURE REVIEW 7
how to best deploy the triple-A framework, a presented solution for creating competitive
advantage through the framework is to develop the components simultaneously, but with a
market orientation in order to maximize the return (Gligor et al., 2020).
Achieving the market orientation, practically, is seen in an integration model developed
by Golgeci and Gligor (2017) showing how marketing can impact strategy by identifying
integrating mechanisms between the marketing functions and supply chain management.
Practically, this represents the need for firms to use technology in order to share information
throughout the firm and also with the firm’s strategic partners (Golgeci & Gligor, 2017). These
mechanisms include organizational alignment, cross-functional awareness, holistic approach, and
streamlining within the framing boundaries of innovativeness, relational capabilities, supply
chain agility, and market learning capability (Golgeci & Gligor, 2017). While processes may be
organizationally siloed, an integrating framework can help firm ensure that strategy is
appropriately aligned and executed.
Conclusion and Future Research
Marketing, as both a function and strategic position, can impact strategy development and
implementation in many ways. This section has discussed three specific areas of marketing
impact with regard to the customer value proposition through brand building, gaining
competitive advantage in the global marketplace, and supply chain management integration
opportunities. All of these areas are imperative for firms to continue to meet the needs of
customers and to provide value and achieve competitive advantage. Further research in this area
will involve primary qualitative investigation of the research questions toward firm management.
Make sure your conclusion includes
additional research options. WORD COUNT: Should be
between 1250 and 1500 words
NOT counting the title page,
abstract or references. The body
of this paper is 1463 words to
give you an idea of length.
SAMPLE: LITERATURE REVIEW 8
Autry, C. W. (2021). Supply chain research: considering the discipline’s evolving relationship
with marketing, current issues, and future research directions. Journal of Marketing
Theory and Practice, 29(1), 101–113. https://doi.org/10.1080/10696679.2020.1860684
Borchardt, M., Pereira, G., Viegas, C., Reolon, D., Xavier, Y., & Battaglia, D. (2018). Providing
goods to the base of the pyramid: Opportunities for micro, small and medium-sized local
producers. Journal of Small Business Strategy, 28(2), 80-89.
Gligor, D., Feizabadi, J., Russo, I., Maloni, M. J., & Goldsby, T. J. (2020). The triple-a supply
chain and strategic resources: developing competitive advantage. International Journal of
Physical Distribution & Logistics Management, 50(2), 159–190.
Golgeci, I., & Gligor, D. M. (2017). The interplay between key marketing and supply chain
management capabilities: the role of integrative mechanisms. Journal of Business &
Industrial Marketing, 32(3), 472–483. https://doi.org/10.1108/jbim-05-2016-0102
Levitt, T. (1983, May). The Globalization of Markets. Harvard Business Review.
Levy, D. (2020). COVID‐19 and global governance. Journal of Management Studies, 58(2),
Noci, G. (2019). The evolving nature of the marketing–supply chain management interface in
contemporary markets. Business Process Management Journal, 25(2), 379–383.
Marketing Science Institute. (2020) Research priorities 2020-2022. https://www.msi.org/wp-
This is APA7
Please follow as
closely as you
can. Please link
the DOIs for
journals as here.
(The DOI is
usually on the
front page of the
SAMPLE: LITERATURE REVIEW 9
Payne, A., Frow, P., Steinhoff, L., & Eggert, A. (2020). Toward a comprehensive framework of
value proposition development: From strategy to implementation. Industrial Marketing
Management, 87, 244–255. https://doi.org/10.1016/j.indmarman.2020.02.015
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