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

Simkin, Lyndon and Dibb, Sally (2012). Leadership teams rediscover market analysis in seeking competitive advantage and growth during economic uncertainty. In: Wright, Sheila ed. Competitive Intelligence, Analysis and Strategy: Creating Organisational Agility. London: Routledge.

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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.

Item Type: Book Section
Copyright Holders: 2012 Not known
ISBN: 0-415-63128-9, 978-0-415-63128-0
Extra Information: This book was originally published as two special issues of the Journal of Strategic Marketing.
Keywords: marketing in recession; marketing strategy; go to market strategy; opportunity assessment; market analysis; strategic planning
Academic Unit/School: Faculty of Business and Law (FBL)
Research Group: Innovation, Knowledge & Development research centre (IKD)
Item ID: 36310
Depositing User: Sally Dibb
Date Deposited: 24 Jan 2013 10:19
Last Modified: 07 Dec 2018 10:12
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