Business Strategy Series: Volume 8 Issue 2
Table of contents - Special Issue: Focus on Markets and Marketing
Turn to your customers to solve flat sales and customer churn
Shelley F. HallThis viewpoint article explores how companies can solve the problems of flat sales revenue and customer churn by conducting an honest self‐assessment of corporate culture, then…
Leveraging emerging markets for commercial success
Gary ColemanEmerging markets are becoming the catalysts for new product and service innovation. Long‐term success, however, will take far more than simply making minor adjustments to existing…
Successful innovations from an established company
Tauno Kekäle, Sari Kola‐NyströmThe article recognizes the problems of successful innovation in big, “established” companies. However, these problems can be overcome; indeed, some companies are quite successful…
Strategy making: what have we learned about forecasting the future?
Paul Raspin, Siri TerjesenFirms face uncertain environments characterized by shifting demographics, disruptive technologies, new industries and competitors, and other challenges. To survive the tumultuous…
An approach to mastering the marketing mix
Michael D'Esopo, Eric AlmquistThe goal of this paper is to use three condensed case studies to present an analytical ROI framework that helps marketers make sense of complex and seemingly chaotic marketing…
Corporate strategic marketing: a new task for top management
Petri Parvinen, Henrikki Tikkanen, Jaakko AsparaWithin customer‐oriented business organizations, corporate management can be understood as corporate strategic marketing (CSM), or marketing the corporation in various markets…
Creating a competitive edge: the value of cross‐industry knowledge
Mona PearlAs organizations become more global in their reach, their people and tools have to reflect more expansive capabilities. Innovative organizations hire leaders and team members who…
Strategy implications of business culture differences between Japan and China
Xinjian Li, Martin PutterillTo identify characteristics of Japanese business culture that differ from China, particularly in the dimensions of ‘high context’ versus ‘low context’’ and collectivism versus…