Implementation Strategies in the Market-Driven Strategy

MARKETING IN THE 21ST CENTURY COMMENTARY Implementation Strategies in the Market-Driven dodging Era David W. Cravens Texas Christian University The very insightful analysis of marketing outline performance by Piercy (1998 [this issue]) points to sev timel key issues concerning the role of marketing in the 21st century. Perhaps most compelling is his mind of the potential threats to the role of marketing in the organization and execution in particular. He examines several important concerns presented by the dispose enterprise paradigm (Womack and Jones 1996). While I am more optimistic nearly the future of the discipline, relevant dimensions of change declare to significantly alter the nature and scope of marketing scheme and its implementation. Business scheme has entered a new market and emulous environment, appropriately designated as the market-driven era because of its central focus on the market as the basis for dodge design and implementation (Cravens, Greenley, Piercy, and Slater 1998; Day 1994). A pervasive dimension of this era is the pivotal role of the market in guiding strategic change. While the paradigms based on the market-driven era continue to evolve, it is obvious that markets provide the focus of strategic thought and practice.

This focus offers an align of challenges and opportunities to the marketing discipline. Many academics and executives are examining the fundamental assumptions and guidelines underlying strategy formulation. An extensive array of strategy paradigms is proposed to assist executives in strategy design. While no paradigm dominates strategic thought and practice, in that location are several key characteristics shared by the divers(a) views of strategy. The characteristics of market-driven strategies include (1) developing a shared vision about the market and how it is expected to change in the future; diary of the Academy of Marketing Science. Volume 26, No. 3, pages 237-241. Copyright 9 1998 by Academy... If you want to get a full essay, lay out it on our website: Orderessay

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