“Geiz-ist-geil” strategy: a three-company study

Bridges, Kieran, Melewar, T. C. and Otubanjo, B. Olutayo (2007) “Geiz-ist-geil” strategy: a three-company study. Management Decision, 45 (6) . pp. 1023-1037. ISSN 0025-1747 [Article] (doi:10.1108/00251740710762071)

Abstract

Purpose – The purpose of this paper is to establish how sales are propelled when consumer spending level falls.

Design/methodology/approach – Case study together with deductive research approach was used.

Findings – While conventional marketing strategies did little to enhance sales, Geiz-ist-Geil was found to be very helpful in sustaining sales levels when consumer spending levels were plummeting.

Practical implications – Theoretical literature on marketing strategy is silent on the use of non-conventional marketing strategy. Geiz-ist-Geil strategy is found to be useful in propelling sales. There is an urgent need to put greater focus on non-convention marketing strategies. In addition, practitioners need to look beyond the confines of the 4Ps strategy. There is a need for managers to adopt non-conventional strategies.

Originality/value – Contrary to previous theoretical literature, where it is conspicuous by its absence, the use of non-conventional marketing strategy (i.e. Geiz-ist-Geil strategy) is emphasized in this study.

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