Mapping Research Themes on Strategy Management and Marketing: Bibliometric Analysis
DOI:
https://doi.org/10.36636/dialektika.v9i1.3491Keywords:
Strategic Management, Marketing, Marketing StrategyAbstract
This research aims to map research themes related to strategic management and marketing. The research method used is bibliometric analysis, where the research data source comes from the Scopus database. This study found that these two disciplines are closely related, with themes such as stakeholder engagement, employee participation, and human resource management being the main focus of the research—a new theme developing marketing strategy. A marketing strategy is a detailed plan that formulates how a company will achieve its marketing and business goals by identifying target markets, competitors, and the resources used. This research suggests future research to reveal more detailed insights into how companies develop, implement, and evaluate marketing strategies in various business situations. These findings imply the importance of integrating aspects of these two disciplines in the development of successful business strategies.
Downloads
References
Agnihotri, R., Afshar Bakeshloo, K., and Mani, S. (2023). Social media analytics for business-to-business marketing. Industrial Marketing Management, 115, 110–126. https://doi.org/10.1016/j.indmarman.2023.09.012
Ahmad, R., and Buttle, F. (2001). Customer retention: A potentially potent marketing management strategy. Journal of Strategic Marketing, 9(1), 29–45. https://doi.org/10.1080/713775729
Alghamdi, O. A., and Agag, G. (2024). Competitive advantage: A longitudinal analysis of the roles of data-driven innovation capabilities, marketing agility, and market turbulence. Journal of Retailing and Consumer Services, 76, 103547. https://doi.org/10.1016/j.jretconser.2023.103547
Aswin, A., Ahad, M. P. Y., Silitonga, M. C. A., and Gusparirin, R. (2022). Bibliometric Analysis of Public Policy Research in Indonesia 2011-2021. Journal of Local Government Issues, 5(2), 80–96. https://doi.org/10.22219/logos.v5i2.21704
Baharuddin, T., Nurmandi, A., Qodir, Z., and Jubba, H. (2022). Bibliometric Analysis of Socio-Political Research on Capital Relocation: Examining Contributions to the Case of Indonesia. Journal of Local Government Issues (LOGOS), 5(1), 17–31. https://doi.org/https://doi.org/10.22219/logos.v5i1.19468
Bartosova, V., Drobyazko, S., Bielialov, T., Nechyporuk, L., and Dzhyhora, O. (2023). Company strategic change management in the open innovation system. Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100087. https://doi.org/10.1016/j.joitmc.2023.100087
Belte, A., Ridder, H. G., and Baluch, A. M. (2023). Addressing social-business tensions in hybridized nonprofit organizations: The contribution of strategic human resource management. Human Resource Management Review, 33(4), 100987. https://doi.org/10.1016/j.hrmr.2023.100987
Bilgin, Y., and Kethüda, Ö. (2022). Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention. Voluntas, 33(5), 1091–1102. https://doi.org/10.1007/s11266-021-00426-7
Brambilla, F. R., Hantt, A. F., and Ferreira, B. M. (2022). Value Co-creation and the Media Market Segment: A Multiple Case Studies Analyzed under the Approach of Service Dominant Logic of Marketing: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 25–26. https://doi.org/10.1007/978-3-030-95346-1_7
Campobasso, F., and Boscia, V. (2023). Sustainability frontiers of strategic risk management and firm survival: The Altman score effectiveness. A bibliometric analysis. Business Strategy and the Environment, 32(6), 3783–3791. https://doi.org/10.1002/bse.3336
Carrillo-Durán, M. V., Tato-Jiménez, J. L., Chapleo, C., and Sepulcri, L. (2023). Enhancing non-profit engagement: the extended model of webpage engagement and adoption for strategic management. Humanities and Social Sciences Communications, 10(1), 41599. https://doi.org/10.1057/s41599-023-01980-9
De Massis, A., Eddleston, K. A., Hatak, I., Humphrey, R. H., Piva, E., and Tang, Y. (2023). Emotions in the strategic management of family business organizations: Opening up the black box. Long Range Planning, 56(5), 102373. https://doi.org/10.1016/j.lrp.2023.102373
Demneh, M. T., Zackery, A., and Nouraei, A. (2023). Using corporate foresight to enhance strategic management practices. European Journal of Futures Research, 11(1), 40309. https://doi.org/10.1186/s40309-023-00217-x
Goi, V., Ahieieva, I., Mamonov, K., Pavliuk, S., and Dligach, A. (2023). The Impact of Digital Technologies on the Companies’ Strategic Management. Economic Affairs (New Delhi), 68(2), 1291–1299. https://doi.org/10.46852/0424-2513.2.2023.33
Hidayat, K., and Idrus, M. I. (2023). The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers. Journal of Innovation and Entrepreneurship, 12(1), 13731. https://doi.org/10.1186/s13731-023-00270-7
Huang, M. H., and Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Huseynov, F. (2023). The role of Internet of Behaviors (loB) in digital marketing. Contemporary Approaches of Digital Marketing and the Role of Machine Intelligence, 123–144. https://doi.org/10.4018/978-1-6684-7735-9.ch006
Ibrahim, A. H. H., Baharuddin, T., and Wance, M. (2023). Bibliometric Analysis of E-Government and Trust : A Lesson for Indonesia. Jurnal Borneo Administrator, 19(3), 269–284. https://doi.org/10.24258/jba.v19i3.1303
Islam, M. M. (2022). Reaching halal and Islamic market segments: Tapping marketing opportunities beyond the borders. Handbook of Research on Ethnic and Intra-Cultural Marketing, 198–210. https://doi.org/10.4337/9781800880054.00026
Ivanova, A. S., Holionko, N. G., Tverdushka, T. B., Olejarz, T., and Yakymchuk, A. Y. (2019). The strategic management in terms of an enterprise’s technological development. Journal of Competitiveness, 11(4), 40–56. https://doi.org/10.7441/joc.2019.04.03
Jasin, M., and Firmansyah, A. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11(1), 383–390. https://doi.org/10.5267/j.uscm.2022.9.004
Katsikeas, C., Leonidou, L., and Zeriti, A. (2019). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Markentig Review, 37(3), 405–424. https://doi.org/10.1108/IMR-02-2019-0080
Khanra, S., Dhir, A., Parida, V., and Kohtamäki, M. (2021). Servitization research: A review and bibliometric analysis of past achievements and future promises. Journal of Business Research, 131, 151–166. https://doi.org/10.1016/j.jbusres.2021.03.056
Kim, M., and Lee, Y. (2023). A Strategic Human Resource Management Approach in Chaebol Hotels. Global Business and Finance Review, 28(4), 1–19. https://doi.org/10.17549/gbfr.2023.28.4.1
Koshksaray, A. A., Quach, S., Trinh, G., Keivani, S. B., and Thaichon, P. (2023). Brand competitiveness antecedents: The interaction effects of marketing and R&D expenditure. Journal of Retailing and Consumer Services, 75, 103532. https://doi.org/10.1016/j.jretconser.2023.103532
Kumar, S., and Rao, P. (2023). Failure of strategic risk management in a life insurance company in India. Journal of Risk Management in Financial Institutions, 16(1), 21–33.
Laeequddin, M., and Abdul Waheed, K. (2016). Strategic management in cartelized environment: case of Hisham Packaging, Dubai. Emerald Emerging Markets Case Studies, 6(2), 1–16. https://doi.org/10.1108/EEMCS-05-2015-0076
Malik, I., Prianto, A. L., Roni, N. I., Yama, A., and Baharuddin, T. (2023). Multi-level Governance and Digitalization in Climate Change: A Bibliometric Analysis. In S. Motahhir and B. Bossoufi (Eds.), International Conference on Digital Technologies and Applications (pp. 95–104). Springer, Cham.
Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96–116. https://doi.org/10.1108/APJBA-08-2021-0398
Nhlabathi, M., Mgiba, F. M., and Ligaraba, N. (2022). Social Media Marketing Attributes, Sandton’s Rental Market Brand Image, and the Millennials’ Rental Preference: An Empirical Study. Real Estate Management and Valuation, 30(1), 34–52. https://doi.org/10.2478/remav-2022-0004
Novikov, S., Amirova, E., Kosykh, E., Chudinovskikh, M., and Nikolaevskaya, O. (2019). Strategic planning and management of high-tech developments and innovative technical solutions. Research in World Economy, 10(3), 309–314. https://doi.org/10.5430/rwe.v10n3p309
Olson, E. M., Slater, S. F., Hult, G. T. M., and Olson, K. M. (2018). The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation. Industrial Marketing Management, 69, 62–73. https://doi.org/10.1016/j.indmarman.2018.01.029
Pérez-Pérez, C., Álvarez-Foronda, R., and Rodríguez-Sánchez, J. L. (2023). The impact of big data on customer satisfaction through marketing: A bibliometric analysis. Big Data Marketing Strategies for Superior Customer Experience, 1–22. https://doi.org/10.4018/978-1-6684-6454-0.ch001
Rao, P. K., and Shukla, A. (2023). Sustainable strategic management: A bibliometric analysis. Business Strategy and the Environment, 32(6), 3902–3914. https://doi.org/10.1002/bse.3344
Santos, R. B., and de Oliveira, U. R. (2019). Analysis of occupational risk management tools for the film and television industry. International Journal of Industrial Ergonomics, 72, 199–211. https://doi.org/10.1016/j.ergon.2019.05.002
Schmid, D., and Morschett, D. (2023). Retailers’ foreign market exits over time: A strategic management perspective. International Business Review, 32(5), 102164. https://doi.org/10.1016/j.ibusrev.2023.102164
van Eck, N. J., and Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/s11192-009-0146-3
Veselovsky, M. Y., Izmailova, M. A., Lobacheva, E. N., Pilipenko, P. P., and Rybina, G. A. (2019). Strategic management of innovation development: Insights into a role of economic policy. Entrepreneurship and Sustainability Issues, 7(2), 1296–1307. https://doi.org/10.9770/jesi.2019.7.2(34)
Widayat, R. M., Nurmandi, A., Rosilawati, Y., Natshir, H., Syamsurrijal, M., and Baharuddin, T. (2022). Bibliometric Analysis and Visualization Articles on Presidential Election in Social Media Indexed in Scopus by Indonesian Authors. Proceedings of the 1st World Conference on Social and Humanities Research (W-SHARE 2021), 146–151. Atlantis Press. https://doi.org/10.2991/assehr.k.220402.032
Wisker, Z. L., Kadirov, D., and Nizar, J. (2023). Marketing a Destination Brand Image to Muslim Tourists: Does Accessibility to Cultural Needs Matter In Developing Brand Loyalty? Journal of Hospitality and Tourism Research, 47(1), 84–105. https://doi.org/10.1177/1096348020963663
Zhang, R., Jiang, C., Zhang, J., Fan, J., Ren, J., and Xia, H. (2023). Reinvigorating sustainability in Internet of Things marketing: Framework for multi-round real-time bidding with game machine learning. Internet of Things (Netherlands), 24, 100921. https://doi.org/10.1016/j.iot.2023.100921
Zhou, Y., Tang, T., and Luo, L. (2023). Is corporate environmental investment a strategic risk management tool? Evidence from short selling threats. Pacific Basin Finance Journal, 82, 102129. https://doi.org/10.1016/j.pacfin.2023.102129
Zreik, M. (2023). Sustainability and digital transformation: The case of strategic management in China. New Perspectives and Possibilities in Strategic Management in the 21st Century: Between Tradition and Modernity, 273–291. https://doi.org/10.4018/978-1-6684-9261-1.ch015
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Febry Prima Sanjaya, Vella Nur Aisyah, Tanti Handriana
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
