Chapter 10
Developing a Linkage Orientation
Mission, Vision, Linkage!
Overall, we propose that the formulation of marketing strategy within an organization should include a statement of its overall mission, a clear understanding of its vision of the future and a commitment to discovering the linkages between the vision and the portfolio of strategic choices. The articulation of the mission and vision statements set the higher order of direction, values, and goals for the organization. Thereafter the linkage discovery process helps convert these abstract objectives into a set of coherent actions that collectively constitute the execution of the organization’s strategy. Linkages also generate the appropriate set of markers that can constitute ...
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