Market Coverage Decisions through the lens of Business and Marketing Strategy
(A2026-134296)

AUTHORS

Marina Kyriakou, University of Piraeus; MARKOS TSOGAS, University of Piraeus

ABSTRACT

The interplay between business strategy and marketing strategy is one of the key challenges executives face during marketing planning. Furthermore, the selection and targeting of the most appropriate market segments consists a critical aspect of a firm's overall success. In this respect, the authors explore decisions regarding the selection of appropriate strategies by examining alternative market coverage options. The results of the study confirmed the crucial role of targeting decisions and their impact on business performance, contributing to the marketing literature and offering insightful implications for firms.