Strategic Marketing: Planning and Control, Third Edition

■ Summary This chapter has illustrated how an in-depth knowledge of both consumer and organisational buyer behaviour is needed t ...

Tinson, J., Customer Service Interface: Implications for Maternity Service Provision, Conference Paper, Academy of Marketing, Sh ...

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CHAPTER 5 Internal analysis ...

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■ Introduction So far in Part 1 the external environment, the market and the customer have been analysed. However before an orga ...

90 Strategic Marketing: Planning and Control This chapter will explore aspects of an organisation’s capabilities, before illustr ...

❍Brand franchises: These are important because of the time and investment required in building them. Once established effective ...

deployed in new ways to create additional advantages. There is a range of organisational assets that may give advantages to mark ...

such as producing innovative products are a capability that arises out of the underlying assets and competencies of the organisa ...

■ Initial corporate wide internal audit As has already been stated some assets and competencies that can be deployed to create a ...

will fall into five categories; financial resources, managerial skills, technical resources, organisation and information system ...

■ The innovation audit This part of the auditing process reviews how effectively the organisation is able to deliver the level o ...

Factors that act as constraints on innovation in an organisation includes: ● Insufficient time: There is a lack of time in which ...

These product and service innovation performance measures show the following: ❍New product and service developments are lower in ...

Research undertaken on a hundred new business launches (Kim and Mauborgne, 1998) discovered that 86 per cent of them were standa ...

100 Strategic Marketing: Planning and Control Figure 5.5 Cognitive styles (Source: Adapted from Hurst et al., 1989) Figure 5.6 T ...

■ Auditing tools There is a range of tools that can be applied during the auditing process that are capable of providing useful ...

capacity to generate cash. The proposition being, that products with a dominant position in the market will achieve high sales, ...

movement of cash and products round the matrix thus ensures the future cash flows of the business. There have been a number of r ...