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| Author: | Craig, C. S. Douglas, S. P. |
| Title: | Responding to the challenges of global markets. Change, complexity, competition and conscience |
| Journal: | Columbia Journal of World Business
1996 : WINTER, VOL. 31:4, p. 6-18 |
| Index terms: | |
| Freeterms: | UNTERNEHMENSSTRATEGIE, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | In developing global marketing strategy to compete in world markets, managers must address the challenges of constant change, increased complexity and intense competition, while, at the same time, responding to calls of conscience. This paper suggests how a firm should respond to these challenges, and shows how using tools such as information systems technology, creating new organizational forms, providing administrative and organizational flexibility, and effective resource deployment at various stages of the value chain can help to cope with them. |
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