Multiple Value-Creation Perspectives
Traditionally, Marketing and its affiliated groups have operated in the Create quadrant of the Wholonics model. This sometimes makes it difficult for these groups to take a more holistic approach to value creation. There are four problems that stand in the way: the “can't make money without marketing” syndrome, fascination with a geographic rather than brand or product focus, reluctance to cannibalize existing products, and an exclusive focus on product that ignores innovations in Sales and Distribution.
The “Can't Make Money Without Marketing” Syndrome
It is hard to find a marketing person in a company who ...