Marketing Scholar at Work: Some Insights into Marketing Strategy, Pioneer Advantage, Positioning, and Branding, with Reflections on the Research Process

Abstract

This paper is from Frank Alpert’s Professorial Lecture at Griffith University in Brisbane, Australia on February 17, 2005. It presents an overview of his research stream on marketing strategy, pioneer advantage, positioning and branding. Key contributions from five major articles are presented. In addition, Professor Alpert provides insight into his research process, using these articles as examples of implementation of his perspective on research. It shows how research values and views came into play in driving research choices, in terms of what to research and also how to go about it.