Abstract
Many of marketing's long-standing frameworks are finding an uprated role in the current economic turmoil. As companies' leadership teams strive to understand changing market dynamics, recognise that revenue streams are threatened, seek to provide customers with new propositions relevant to their evolving values and combat embattled rivals, core marketing analyses and strategic marketing tools are coming to the fore. In many organisations, it is the non-marketers amongst the leadership team that are turning to these marketing frameworks and incorporating market-led risk assessment of revenue streams to shape new business strategies. While this strategising does not necessarily involve marketers at this most senior level of decision making, it has put marketing's analytical and strategic components at the forefront of corporate decision making. This paper explains how, providing an insight into the strategising process emerging for undertaking such market-led risk assessment, opportunity identification, creation of bases for competing, strategic trade-offs and programme planning.
| Original language | English |
|---|---|
| Pages (from-to) | 45-54 |
| Number of pages | 10 |
| Journal | Journal of Strategic Marketing |
| Volume | 20 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 15 Feb 2012 |
| Externally published | Yes |
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Keywords
- go to market strategy
- market analysis
- marketing in recession
- marketing strategy
- opportunity assessment
- strategic planning
ASJC Scopus subject areas
- Marketing
- Strategy and Management
Cite this
Leadership teams rediscover market analysis in seeking competitive advantage and growth during economic uncertainty. / Simkin, Lyndon; Dibb, Sally.
In: Journal of Strategic Marketing, Vol. 20, No. 1, 15.02.2012, p. 45-54.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Leadership teams rediscover market analysis in seeking competitive advantage and growth during economic uncertainty
AU - Simkin, Lyndon
AU - Dibb, Sally
PY - 2012/2/15
Y1 - 2012/2/15
N2 - Many of marketing's long-standing frameworks are finding an uprated role in the current economic turmoil. As companies' leadership teams strive to understand changing market dynamics, recognise that revenue streams are threatened, seek to provide customers with new propositions relevant to their evolving values and combat embattled rivals, core marketing analyses and strategic marketing tools are coming to the fore. In many organisations, it is the non-marketers amongst the leadership team that are turning to these marketing frameworks and incorporating market-led risk assessment of revenue streams to shape new business strategies. While this strategising does not necessarily involve marketers at this most senior level of decision making, it has put marketing's analytical and strategic components at the forefront of corporate decision making. This paper explains how, providing an insight into the strategising process emerging for undertaking such market-led risk assessment, opportunity identification, creation of bases for competing, strategic trade-offs and programme planning.
AB - Many of marketing's long-standing frameworks are finding an uprated role in the current economic turmoil. As companies' leadership teams strive to understand changing market dynamics, recognise that revenue streams are threatened, seek to provide customers with new propositions relevant to their evolving values and combat embattled rivals, core marketing analyses and strategic marketing tools are coming to the fore. In many organisations, it is the non-marketers amongst the leadership team that are turning to these marketing frameworks and incorporating market-led risk assessment of revenue streams to shape new business strategies. While this strategising does not necessarily involve marketers at this most senior level of decision making, it has put marketing's analytical and strategic components at the forefront of corporate decision making. This paper explains how, providing an insight into the strategising process emerging for undertaking such market-led risk assessment, opportunity identification, creation of bases for competing, strategic trade-offs and programme planning.
KW - go to market strategy
KW - market analysis
KW - marketing in recession
KW - marketing strategy
KW - opportunity assessment
KW - strategic planning
U2 - 10.1080/0965254X.2011.628406
DO - 10.1080/0965254X.2011.628406
M3 - Article
VL - 20
SP - 45
EP - 54
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
SN - 0965-254X
IS - 1
ER -