Matanovich, Timothy
March 2000
Marketing Management;Spring2000, Vol. 9 Issue 1, p34
In the era of intense competition, the need for real-time strategic intelligence that ties market performance to profitability has never been greater. Senior executives in particular need a compass for strategic decision making while the competitive maelstrom swirls around them. This article focuses on senior executives' strategic market intelligence needs. The primary goal is to tie market-performance metrics to value created to profitability. Some readers might find the contents of this article old hat, which reminds me of a story about a preacher who gave the same sermon week after week. After agonizing over it for some time, church elders decided to confront the minister. When asked about it, the preacher replied he'd be happy to change the topic once he observed the members of the church applying the lessons of the current sermon. My experience is that too few firms apply the lessons contained in this article, and that these lessons are worth repeating.


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