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https://doi.org/10.1002/9781118785317.weom120098
https://www.researchgate.net/publication/280246508_differentiation_strategies

has been cited by the following article:

• TITLE: The Influence of Marketing Strategies on Growth and Sustainability in the Original Equipment Manufacturing Industry

  AUTHORS: Janet Nanyangwe, Jackson Phiri

  KEYWORDS: OEM, Influence, Porter’s Generic Competitive Strategies, Bottlenecks, KPI’s

  JOURNAL NAME: Open Journal of Business and Management, Vol.9 No.3, May 31, 2021

  ABSTRACT: The aim of this study was to assess the influence of marketing strategies on growth and sustainability in the OEM industry in Zambia. Based on Porter’s Generic Competitive Business Strategies, the study identified the major bottlenecks in the currently employed marketing strategies and assessed the relationship between Porter’s generic strategies in achieving KPI’s. A quantitative survey with structured questions was administered through self-completion questionnaires to 40 respondents, representing a 95% response rate. A descriptive research design was used and a quantitative research strategy used. IBM SPSS was used for correlation analysis, to assess the strength of the relationship between variables. The results indicated that at a 1% level of significance, the Pearson correlation coefficient of 0.01 and 0.000 at sig. (2-tailed) ket share growth. However, the results indicted a Pearson correlation coefficient of 0.015 and 0.036 which was not statistically significant at sig. (2-tailed)