Marketing’s contribution to the strategy dialogue revisited
Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 4
Abstract
The purpose of this commentary is to offer a different perspective on marketing’s contributions to the strategy dialogue and strategic management from that provided by Day. In this regard, the comment intends to supplement and complement his valuable insights.In closing, it is instructive to consider what is meant by strategy and consider the thoughts of Andrews (1983): It is part of the comprehensive concept of strategy that leaders of a company must be dedicated to the durable core of a company’s character ... while encouraging innovations that will bring about or respond to the changes taking place in its surroundings (p. 9).Another look at the very concept of strategy might provide marketing and strategic management scholars with the foundation upon which to build a substantive dialogue.
Keywords
Marketing, Strategic Management, Harvard Business Review, Strategic Management Journal, Corporate Entrepreneurship
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