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| Author: | Daltas, A. McDonald, P. |
| Title: | Corning converts to strategic marketing. (Case history.) ( *CORNING GLASS ) |
| Journal: | Planning Review
1987 : MAR/APR, VOL. 15:2, p. 38-39 |
| Index terms: | MARKETING CORPORATE STRATEGY |
| Language: | eng |
| Abstract: | The case of Corning Glass Works shows how the international barricades develop and how they can be removed successfully. There were three internal barricades: price-cutting preoccupation, counterproductive incentives, limited strategic framework. When these fell, the company employees showed more initiative in trying new marketing ideas |
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