—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.
—Customer acquisition strategy, customer
retention strategy, marketing strategic alternatives peripheral
Pantri Heriyati is with BINUS International, BINUS University, Senayan,
Jakarta 10270, Indonesia (e-mail: firstname.lastname@example.org).
Cite: Pantri Heriyati, "Exploring the Linkage between Peripheral Vision and the Choice of Marketing Strategy," International Journal of Trade, Economics and Finance vol.5, no.2, pp. 147-150, 2014.