Dynamic strategic thinking

被引：48
作者：
Dickson P.R. [1 ,4 ,5 ,6 ]
Farris P.W. [2 ,7 ]
Verbeke W.J.M.I. [3 ,8 ]
机构：
[1] Department of Marketing Research, University of Wisconsin, Madison, WI
[2] Department of Stratejic Marketing, Ohio State University
[3] Research Laboratory, Florida International University
[4] Department of Business, University of Virginia's, Darden Graduate School of Business Administration
[5] Department of Sales and Account Management, Institute of Sales and Account Management (ISAM), Erasmus University, Rotterdam
来源：
Journal of the Academy of Marketing Science | 2001年 / 29卷 / 3期
关键词：
Feedback Effect; Brand Equity; Dynamic Capability; Scenario Planning; Feedback Dynamic;
D O I：
10.1177/03079459994605
中图分类号：
学科分类号：
摘要：
Market analysts and marketing strategists stress understanding the fundamental dynamics of a market, but how deeply do they think about the interplay of such fundamentals and what frameworks do they use in such thinking? How do business schools teach managers to think this way? The premise of this article is that in their strategizing, senior marketing executives, boards of directors, consultants, and financial analysts should see the market and the firm's embeddedness in a market as a moving video rather than a static snapshot. The authors propose that what makes the video move are fundamental feedback effects that create the evolutionary paths that a market and a firm may travel. A taxonomy of systemic feedback regularities is presented with applications that demonstrate how the taxonomy and proposed soft mapping techniques can be used to construct dynamic mental models that help managers and consultants improve their dynamic strategic thinking and the strategic foresight of firms. Copyright © 2001 by Academy of Marketing Science.
引用
收藏
页码：216 / 237
页数：21
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