Mapping the Path to Market Leadership: Effectively combining various dimensions of strategy into an integrated process of strategic analysis and action maps the path to market leadership

Cravens, David W.; Greenley, Gordon; Piercy, Nigel F.; Slater, Stanley F.
September 1998
Marketing Management;Fall98, Vol. 7 Issue 3, p28
Executives are confronted with an array of guidelines for strategic analysis and action. Each contemporary model has certain unique characteristics and features, though leaders in strategic thought and practice share a common view about the importance of the market. The market-driven focus of high-performance companies demonstrates the pivotal role of the market in shaping business strategies across many industries and competitive situations. Market-driven strategies are developed by becoming market-oriented, finding superior customer value opportunities, positioning the value offer with distinctive capabilities, creating strategic relationships, and employing necessary organizational change. Effectively combining various dimensions of strategy into an integrated process of strategic analysis and action maps the path to market leadership. INSET: EXECUTIVE BRIEFING.


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