search query: @indexterm Scenarios / total: 191
reference: 27 / 191
| Author: | Morgan, R. E. Hunt, S. D. |
| Title: | Determining marketing strategy: a cybernetic systems approach to scenario planning |
| Journal: | European Journal of Marketing
2002 : VOL. 36:4, p. 450-478 |
| Index terms: | MARKETING STRATEGY CYBERNETICS SCENARIOS PLANNING |
| Language: | eng |
| Abstract: | Despite the vast proliferation of conceptual, theoretical, and empirical studies in adaptation-selection research, debate continues to surround a key question: how firms do strategically coevolve with their environments. This paper attempts to address part of this question by drawing on advances in strategic choice theory and resource- advantage theory. A scenario-based group methodology based around the "think tank" described in the first paper of this special issue is presented whereby marketing analyses of environmental contexts are described which lead to a series of recommended marketing strategies for response (selection), which fit the changing environments (adaptation). |
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