Customer-based execution strategy in a global digital economy

J. Andrew Petersen, Brianna Jee Won Paulich, Farnoosh Khodakarami, Stavroula Spyropoulou, V. Kumar

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


Multinational corporations (MNCs) are continuing to invest more in expanding into new markets around the world. These firms are faced with determining the optimal go-to-market strategy in these heterogeneous new markets to attract and retain profitable customers. This paper provides an organizing framework to help firms develop profitable customer-level strategies across countries in the digital environment. We start by providing a summary of the marketing literature on a customer-based execution strategy. Next, we discuss how the evolving digital landscape is affecting firms’ relationships with customers and describe some of the current digital product and process innovations in the marketplace. We discuss boundary conditions for how these digital product and process innovations might affect profitable customer strategies in a global context. In addition, we discuss implementation challenges that MNCs will likely face in deploying these customer-level strategies and other stakeholders (outside of customers) that will likely play a role in the execution of these customer-level strategies. Finally, we summarize set of research questions to guide future research on customer-level strategies in a global digital context.

Original languageEnglish (US)
Pages (from-to)566-582
Number of pages17
JournalInternational Journal of Research in Marketing
Issue number2
StatePublished - Jun 2022

All Science Journal Classification (ASJC) codes

  • Marketing


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