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| Author: | Palmer, M. Simmons, G. |
| Title: | Strategists' reactions and resistance towards forces of inclusion: Soothing the anxiety of marketing (non-) influence |
| Journal: | Journal of Strategic Marketing
2010 : JUL, VOL. 18:4, p. 317-336 |
| Index terms: | marketing strategy strategic planning theories |
| Language: | eng |
| Abstract: | In the paper, new insights are provided relating to the contradictory forces existing around inclusion-exclusion in corporate strategizing (herein as: crp-strg). It is further aimed to present the position of marketing (non-) influence within this context. A unique theoretical contribution is offered by illustrating some of the contradictions, activities and struggles that make the theoretical shift towards strategic inclusivity unstable, partial and by no means inevitable. A further contribution is a linking of this broader strategic debate, with anxieties over the influence of marketing in crp-strg. etc. |
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