The present global economic environment has set forth opportunities and threats to various U.S.-based corporations, particularly in the automobile industry. The Big Three (GM, Ford, and Chrysler) have experienced irregular sales and market performance, as they compete against stronger Asian and European competitors. In the current research study a qualitative Delphi research design was implemented in order to explore the merger of Machiavellian principles with marketing principles, by attempting to determine if Machiavellianism could be applied to, or implemented in, a U.S. automaker's product marketing strategy. A panel of experts in the business-marketing field and the American automobile industry participated in the Delphi study over the course of three surveys. Data analysis revealed a contrast between marketing scholars and practitioners in the automobile industry. Findings indicated a statistically significant consensus among panelists on the implementation of key Machiavellian principles: obtaining and maintaining power, trust, loyalty, and the strategic use of cunning. A hypothetical Machiavellian marketing model is presented.
|School:||University of Phoenix|
|School Location:||United States -- Arizona|
|Source:||DAI-A 75/04(E), Dissertation Abstracts International|
|Keywords:||Auto industry, Leadership, Machiavellian marketing, Machiavellianism, Marketing model, Marketing strategy|
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