Corporate imagination and expeditionary marketing pdf

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• Gary Hamel
• Corporate imagination and expeditionary marketing
• Strategy as stretch and leverage

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Gary Hamel

Prahalad, accepting trade-offs along an immutable frontier was an admission of defeat. Instead of optimizing choices across a constrained set of possibilities, he kept looking for ways to shift the frontier outwards. He showed how companies could combine cost competitiveness with product differentiation, rather than choosing between the two. Keywords: diversification , innovation , market positioning , C. Pralahad , strategic management , trade-off. Peter J.

Caso de Ensino. Marcar todos. Desmarcar todos. O valor da marca: conceitos, abordagens e estud Perfil do suporte oferecido pelas incubadoras b Uso do sistema de controle gerencial e desempen Valter Afonso Vieira Claudio Zancan.

Corporate imagination and expeditionary marketing

There exists contradictory theoretical arguments and counter-intuitive empirical results regarding the market orientation, learning orientation and organizational performance nexus. We ask, can we simplify relations in this nexus? This study analyzes data from Australian organisations and employs non-nested encompassing tests. Contrary to recent findings extolling the virtues of a learning orientation, our results suggest that a market orientation may be the pre-eminent strategy to achieve superior organizational performance. This is a preview of subscription content, access via your institution. Achrol, R. Google Scholar.

Strategy as stretch and leverage

In the s, competitive success came mostly from achieving cost and quality advantages over rivals in existing markets. In the s, it will come from building and dominating fundamentally new markets. Core competencies are one prerequisite for creating new markets.

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. Corpus ID: Corporate imagination and expeditionary marketing. Hamel and C. Hamel , C.

Recent discussion about relationship marketing as a new marketing concept is strongly connected with a novel perspective on exchange processes as the core of marketing. Suggestions for changes in terminology — from transactions to relationships — and the enriched understanding provide the basis for developing marketing strategies. Analyses the understanding of transactions and relationships in the context of the conceptual exchange framework developed by Bagozzi in The reflection helps to locate the distinctive foci of actual relationship marketing proponents.