search query: @author Pride, W. M. / total: 7
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| Author: | Varadarajan, P. R. Clark, T. Pride, W. M. |
| Title: | Controlling the uncontrollable: managing your market environment. |
| Journal: | Sloan Management Review
1992 : WINTER, VOL. 33:2, p. 39-47 |
| Index terms: | STRATEGIC MANAGEMENT BUSINESS ENVIRONMENT PRODUCT LIFE CYCLE |
| Language: | eng |
| Abstract: | Managers who assume that the market environment is fixed and uncontrollable are missing important opportunities. A product's life cycle cannot always be predetermined; market growth rate is not always out of a company's influence. Yet many strategic marketing tools have such built-in deterministic biases. A number of these tools are analyzed. It is shown how their assumptions can stifle creative decision making. The following tools and concepts are reviewed in detail: the product life cycle concept; matrix approaches to product portfolio analysis and planning profit impact of market strategy. Two groups of strategic choice are discussed: strategies for influencing demand and strategies for creating macroenvironmental change. |
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