Leadership teams rediscover market analysis in seeking competitive advantage and growth during economic uncertainty

Research output: Contribution to journalArticle

8 Citations (Scopus)

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 languageEnglish
Pages (from-to)45-54
Number of pages10
JournalJournal of Strategic Marketing
Volume20
Issue number1
DOIs
Publication statusPublished - 15 Feb 2012
Externally publishedYes

Keywords

  • go to market strategy
  • market analysis
  • marketing in recession
  • marketing strategy
  • opportunity assessment
  • strategic planning

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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