Exploring the Linkage between Peripheral Vision and the Choice of Marketing Strategy

Abstract

Abstract-Firm and industry are facing challenge from external environment and internally they have limited resource and capability. This condition may lead to firm's inflexibility in adopting marketing strategy. Therefore, to win competition firm should apply good strategy and master market knowledge. This study aims to assess firm peripheral vision capability and its impact to firm's decision over marketing strategy competitiveness. The peripheral typology consists of four quadrants: Vigilant, Neurotic, Focused and Vulnerable. The linkage of this typology and strategic decision will provide useful guide and important insight into firm's strategic behavior. Marketing strategy alternatives divided into two categorizations: customer acquisition and customer retention strategy. The finding of this study shows that in turbulence and stable environment, firm with high peripheral vision capability (Vigilant and Neurotic) will likely to adopt customer acquisition strategy and act aggressive in acquiring new customers. For firms with low peripheral vision capability (Focused and Vulnerable) they found to have indifference over adoption of customer acquisition retention strategy.