Over the past forty years, academics and corporate
organizations have become interested in the conceptual dimensions of
penetration strategy and performance in an organisational setting but its
conception has been evolving. Hence, this current study has thoroughly reviewed
the available literatures to glean every aspect of dimensions of penetration
strategy that might have an effect, both directly and indirectly, on the
performance of an organisational setting. This however, needs to be validated
using empirically quantitative measures. This study, through examination of the
multidimensionality of penetration strategy and performance from the existing
entrants’ literature, and it is evident that the various penetration strategies
are having a positive impact on the market and the calibre of performance in
the organization. A substantial body of material, mostly from numerous
publications, has been incorporated in order to explore the various challenges
linked to penetration strategy that are discussed in this research. Only
researches that were published in the previous 40 years were included in the study
to keep it current. Few penetration strategy dimensions have been used in
previous research studies to explain various manufacturing theory systems that
directly affect industry performance. This study’s conceptual framework, where
authors tried to develop a construct with aspects that directly or indirectly
influence penetration technique, is innovative.
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