Dynamic strategic thinking
Peter R. Dickson, Paul W. Farris, Willem J. M. I. Verbeke
Journal of the Academy of Marketing Science · 2001 · Volume 29 · Issue 3
Abstract
Forecasting the way markets will evolve and the way technology will evolve is an excruciatingly difficult job. History is strewn with people who make predictions that proved to be wrong. I would like to see far more firm roots to our judgments. —Alan Greenspan, Chairman of the Federal Reserve, 1998
Keywords
Feedback Effect, Brand Equity, Dynamic Capability, Scenario Planning, Feedback Dynamic
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