Strategy content and process perspectives revisited
Journal of the Academy of Marketing Science · 1999 · Volume 27 · Issue 1
Abstract
A fundamental aspect of research in most fields is the fact that old ideas and paradigms are sometimes replaced by newer approaches that reflect the wealth of new knowledge accumulated through advances in the substantive, conceptual, and methodological domains. Sheth and Sisodia's (1999) call for revisiting lawlike generalizations in marketing is particularly opportune in light of the multitude of discontinuities that are currently affecting the practice of marketing, including the globalization of industries and markets, the emergence of global competitors, the dawn of electronic commerce, and the growth of information technology, to list a few. As Kotler (1997: xxxii) note, Marketing is not like Euclidean geometry, a fixed system of concepts and axioms. Rather, marketing is one of the most dynamic fields within the management arena. The marketplace continuously throws out fresh challenges, and companies must respond. Therefore, it is not surprising that new marketing ideas keep surfacing to meet the new marketplace challenges.
Keywords
Strategic Alliance, Portfolio Analysis, Boston Consult Group, Market Science Winter, Strategic Business Unit
Enable JavaScript for citation tools and additional paper interactions.