DO STRATEGY FRAMEWORKS APPLY IN THE UNITED-STATES AND ABROAD

This article examines the major ways in which strategies are classified and used in marketing. The role of classification is reviewed, and nine of the strategy classification frameworks commonly cited in the literature are described. An attempt is made to determine whether or not marketing executives actually employ the strategy frameworks, and the extent to which they pursue particular strategies. Results are reported of two surveys, one each directed at samples of American and South African managers. Based on the findings, managerial implications are drawn and suggestions are made for further research.