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| Author: | Cravens, D. W. Shipp, S. H. |
| Title: | Market-driven strategies for competitive advantage |
| Journal: | Business Horizons
1991 : JAN-FEB, VOL. 34:1, p. 53-61 |
| Index terms: | COMPETITIVENESS MARKETING STRATEGY EXECUTIVES BUSINESS-GOVERNMENT RELATIONS PRIVATE SECTOR CONSUMER DEMAND |
| Language: | eng |
| Abstract: | Designing effective business and marketing strategies is essential in coping with a turbulent global business environment. Global competitive challenges are identified and means are described by which executives may respond to those challenges. The global competitive challenges include demographic changes, turbulent global markets, cooperative links between government and private enterprise, and response time compression. These forces are examined to highlight the nature and scope of their influence on business strategies. The primary means managers have to cope with the dynamic business arena is to become more market driven. To achieve this objective, executives must identify rapidly changing customer needs. |
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