| Author: | Kleinaltenkamp, M. |
| Title: | Die Dynamisierung strategischer Marketing-Koncepte - Eine kritische Würdigung des "Outpacking-Strategies" - Ansatzes von Gilbert und Strebel. |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1987 : VOL. 39:1, p. 31-52 |
| Index terms: | STRATEGIC PLANNING MARKETING COMPETITION DYNAMIC MODELS |
| Language: | ger |
| Abstract: | The discussion about strategic planning in the marketing area has become more interesting after Gilbert's and Strebel's "outpacing strategies". The main idea of this contribution is that preference strategy and price-volume strategies have to be applied in combination. In the different phases of competition one has to emphases from one to the other. Decisions about strategic behavior should not to be taken as final. Strategic set of conditions should be set up instead taking into consideration the changing nature of the surrounding environment. This change should be permanently evaluated and strategy modified accordingly. |
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