The effect of targeting strategies on firm performance: A modeling approach
(A2025-126426)

AUTHORS

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

ABSTRACT

The aim of this study is to investigate the impact of targeting strategies on the overall business strategy and on firm’s performance. The authors enrich the well-known set of strategic alternatives by Kotler and juxtapose targeting and strategy typologies to form four clusters of targeting strategies/approaches. These are used to validate a coherent model of targeting strategies’ antecedents and consequences and enlighten our understanding of applied targeting approaches. For the purpose of this study an e-mail survey took place in a single European country. A PLS-SEM modeling approach was utilized and the results reveal that targeting strategies play a crucial role in determining firms’ marketing and financial success.