chapter 2
Marketing-inspired strategic thinking
The marketing concept provided a first rationale for doing strategic management. It directed strategists towards seeing the environment as filled with customers whose wants and needs should be fulfilled. They should then design a firm that is capable of pursuing a strategy aimed at satisfying these wants and needs.
The process logic of marketing-inspired strategic thinking
The marketing concept has not only spawned a distinct management function and the accompanying field of research; it also inspired a particular way of thinking within strategic management. Most of the earliest ideas about strategy and what a firm should do to remain viable have a distinctive marketing flavour. Marketing as a ...
