search query: @freeterm UNTERNEHMENSPLANUNG, / total: 31
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| Author: | Chae, M. S. Hill, J. S. |
| Title: | The hazards of strategic planning for global markets (Marketingplanung) |
| Journal: | Long Range Planning
1996 : DEC, VOL. 29:6, p. 880-891 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, LANGFRISTIGE UNTERNEHMENSPLANUNG, UNTERNEHMENSSTRATEGIE |
| Language: | eng |
| Abstract: | Global strategic marketing planning has emerged as a key process in managing today's worldwide marketplace. This survey of 90 large American global corporations reveals that most are bottom-up planners. Industry and competitive analyses are used in many companies, although managers appear to lack suitable frameworks for SWOT analyses. Economic climate changes tend to be most disruptive to global planning efforts. When faced with non-achievement of goals, most firms reformulate both objectives and strategies. |
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