Implementation Strategies in the Market-Driven Strategy

MARKETING IN THE 21ST CENTURY COMMENTARY Implementation Strategies in the Market-Driven dodging Era David W. Cravens Texas Christian University The very insightful analysis of marketing scheme carrying out by Piercy (1998 [this issue]) points to sev successionl key issues concerning the role of marketing in the 21st century. Perhaps most compelling is his judging of the potential threats to the role of marketing in the organization and capital punishment in particular. He examines several important concerns presented by the race enterprise paradigm (Womack and Jones 1996). While I am more optimistic virtually the future of the discipline, relevant dimensions of change promise to significantly alter the nature and scope of marketing outline and its implementation. Business scheme has entered a new market and private-enterprise(a) environment, appropriately designated as the market-driven era because of its central focus on the market as the basis for strategy design and implementation (Cravens, Greenley, Piercy, and Slater 1998; Day 1994). A pervasive dimension of this era is the pivotal role of the market in guiding strategical change. While the paradigms based on the market-driven era continue to evolve, it is unpatterned that markets provide the focus of strategic thought and practice.

This focus offers an start of challenges and opportunities to the marketing discipline. Many academics and executives are examining the fundamental assumptions and guidelines underlying strategy formulation. An extensive array of strategy paradigms is proposed to assist executives in strategy design. While no paradigm dominates strategic thought and practice, in that location are several key characteristics shared by the unlike views of strategy. The characteristics of market-driven strategies include (1) developing a shared vision about the market and how it is expected to change in the future; diary of the Academy of Marketing Science. Volume 26, No. 3, pages 237-241. Copyright 9 1998 by Academy... If you want to get a full essay, set up it on our website: Ordercustompaper.com

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