Achieving marketing success through Sun Tze’s Art of Warfare

Abstract

Explores Sun Tze’s Art of Warfare, a set of 2,300‐year‐old Chinese military strategies which have been found to be analogous to some contemporary business strategies on competition. Uses a systematic approach to develop a model through Sun Tze’s Art of Warfare for businesses to achieve success against competition. Develops a “winning model” which provides a structured framework for the successful deployment of Sun Tze’s ideas in businesses. Uses some mini‐cases to illustrate the applications of the model and a hypothetical case “Entering into a new market” to demonstrate how to formulate winning strategies step‐by‐step by using the model.

Citation

Ho, S.K. and Choi, A.S.F. (1997), "Achieving marketing success through Sun Tze’s Art of Warfare", Marketing Intelligence & Planning, Vol. 15 No. 1, pp. 38-47. https://doi.org/10.1108/02634509710155651