caa a22 4500 469067276 CHVBK 20180323132912.0 cr unu---uuuuu 170328e19921001xx s 000 0 eng 10.1007/BF00993919 doi (NATIONALLICENCE)springer-10.1007/BF00993919 Differentiation via the marketing mix [Elektronische Daten] [William Boulding, Eunkyu Lee] In this paper we investigate the conjecture that increasing marketing mix specialization enhances firm performance. We start by identifying two dimensions of specialization — absolute (concentration of expenditures) and relative to competition (distinctiveness). We then propose underlying mechanisms that lead to effects of marketing mix specialization on firm performance. Using these guidelines we specify an empirical model that relates marketing mix specialization to firm performance. We estimate this model using PIMS data and find support for our propositions. Kluwer Academic Publishers, 1992 Marketing Mix nationallicence Absolute Specialization nationallicence Distinctiveness nationallicence Boulding William The Fuqua School of Business, Duke University, 27706, Durham, NC aut Lee Eunkyu The Fuqua School of Business, Duke University, 27706, Durham, NC aut Marketing Letters Kluwer Academic Publishers 3/4(1992-10-01), 343-356 0923-0645 3:4<343 1992 3 11002 https://doi.org/10.1007/BF00993919 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00993919 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Boulding William The Fuqua School of Business, Duke University, 27706, Durham, NC aut NATIONALLICENCE 700 1- Lee Eunkyu The Fuqua School of Business, Duke University, 27706, Durham, NC aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/4(1992-10-01), 343-356 0923-0645 3:4<343 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer