1.
Walker, O. C. & Mullins, J. W. Marketing strategy: a decision-focused approach. (McGraw-Hill Irwin, 2014).
2.
Brandenburger, Adam M.Nalebuff, Barry J. The Right Game: Use Game Theory to Shape Strategy.  (cover story). Harvard Business Review 73, 57–71 (1995).
3.
Kraaijenbrink, J., Spender, J.-C. & Groen, A. J. The Resource-Based View: A Review and Assessment of Its Critiques. Journal of Management 36, 349–372 (2010).
4.
Dawar, Niraj1. WHEN MARKETING IS STRATEGY. Harvard Business Review 91, 100–108 (2013).
5.
Mintzberg, HenryLampel, Joseph. Reflecting on the Strategy Process. Sloan Management Review 40, 21–30.
6.
Porter, Michael E.1. What Is Strategy? Harvard Business Review 74, 61–78 (1996).
7.
Prahalad, C. K.1Hamel, Gary2. The Core Competence of the Corporation. Harvard Business Review 68, 79–91 (1990).
8.
Neilson, Gary L., Martin, Karla L., Powers, Elizabeth. The Secrets to Successful STRATEGY EXECUTION. Harvard Business Review vol. 86 60–70 https://search.ebscohost.com/login.aspx?direct=true&db=bsu&bquery=authtype=ip,shib&custid=s1089299&db=asn&AN=32107990&type=1&searchMode=Standard&site=ehost-live (2008).
9.
Leszinski, RalfMarn, Michael V. Setting value, not price. McKinsey Quarterly 98–115 (1997).
10.
Schmidt, Glenvan der Rhee, Bo. How to Position Your Innovation in the Marketplace. MIT Sloan Management Review 55, 17–20.
11.
MacMillan, Ian C.1,2McGrath, Rita Gunther3. Discovering New Points of Differentiation. Harvard Business Review 75, 133–145 (1997).
12.
Porter, Michael E.1,2Kramer, Mark R.2,3,4 mark.kramer@fsg-impact.org. Strategy & Society: The Link Between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review 84, 78–92 (2006).
13.
Chiesa, V. & Frattini, F. Commercializing Technological Innovation: Learning from Failures in High-Tech Markets*. Journal of Product Innovation Management 28, 437–454 (2011).
14.
Moore, Geoffrey A.1,2 gmoore@tcg-advisors.com. Darwin and the Demon: Innovating Within Established Enterprises.  (cover story). Harvard Business Review 82, 86–92 (2004).
15.
Wunker, S. Better growth decisions: early mover, fast follower or late follower? Strategy & Leadership 40, 43–48 (2012).
16.
Easingwood, C., Moxey, S. & Capleton, H. Bringing High Technology to Market: Successful Strategies Employed in the Worldwide Software Industry. Journal of Product Innovation Management 23, 498–511 (2006).
17.
Guiltinan, J. Launch strategy, launch tactics, and demand outcomes. Journal of Product Innovation Management 16, 509–529 (1999).
18.
Peng, Y.-N. & Sanderson, S. W. Crossing the chasm with beacon products in the portable music player industry. Technovation 34, 77–92 (2014).
19.
Wooder, S. & Baker, S. Extracting Key Lessons in Service Innovation. Journal of Product Innovation Management 29, 13–20 (2012).
20.
Kim, W. Chan1Mauborgne, Renée2,3. CREATING NEW MARKET SPACE. Harvard Business Review 77, 83–93 (1999).
21.
Kuester, S., Homburg, C. & Robertson, T. S. Retaliatory Behavior to New Product Entry. Journal of Marketing 63, (1999).
22.
Varadarajan, R. Fortune at the bottom of the innovation pyramid: The strategic logic of incremental innovations. Business Horizons 52, 21–29 (2009).
23.
Kim, W. C. Blue Ocean Strategy: From Theory to Practice. California Management Review 47, 105–121 (2005).
24.
Wunker, S. Better growth decisions: early mover, fast follower or late follower? Strategy & Leadership 40, 43–48 (2012).
25.
Berman, B. Strategies to reduce product proliferation. Business Horizons 54, 551–561 (2011).
26.
Prahalad, C. K. & Ramaswamy, V. Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing 18, 5–14 (2004).
27.
Guiltinan, J. P. & Gundlach, G. T. Aggressive and Predatory Pricing: A Framework for Analysis. Journal of Marketing 60, (1996).
28.
Ramaswamy, V. Co‐creating value through customers’ experiences: the Nike case. Strategy & Leadership 36, 9–14 (2008).
29.
Ritson, Mark1 m.ritson@mbs.edu. Should You Launch a Fighter Brand? Harvard Business Review 87, 86–94 (2009).