Strategic Orientation and Marketing Strategy: An Analysis of Residential Real Estate Brokerage Firms

This article analyzes marketing strategy concepts as they apply to real estate brokerage firms and reports an empirical investigation of marketing strategies of firms in a local market. Firms followed one of three strategic orientations with respect to revenue generation, depending on the extent to which they emphasized obtaining listings versus making sales. The effectiveness of marketing mix strategy variables such as service level and advertising in achieving market share was also investigated. Analysis indicated that the effectiveness of these strategy variables varied, depending on the strategic orientation adopted by the firm.

Self-Enhancement as a Motivation for Sharing Online Advertising

ABSTRACT: Marketers have long understood that consumers ' self-concepts influence the products they purchase; conversely, products purchased influence people's self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications