From the editor

Neal, Carolyn Pollard
November 2003
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p2
The article focuses on the increasing pressure for corporate executives to resolve the organic growth dilemma. Some say marketing has remained too close to the demands of current customers to participate in breakthrough growth opportunities, so the skill sets needed to manage substantial innovation have moved away from marketing to other parts of the organization. Marketers are held back from helping in the quest for breakthrough growth strategies by expertise developed under conditions of incremental innovation, where they have not had to deal with long time horizons or great uncertainties. Several people overlooked the evolution in practice of customer satisfaction research, or that the authors had taken too simplistic a view of customer behavior and the need to perform good ongoing marketing research.


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