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Determining marketing strategy: A cybernetic systems approach to scenario planning

Robert E. Morgan (School of Management and Business, University of Wales, Aberystwyth, Wales)
Shelby D. Hunt (Texas Tech University, Lubbock, Texas, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 2002

5516

Abstract

Despite the vast proliferation of conceptual, theoretical, and empirical studies in adaptation‐selection research, debate continues to surround a key question: how do firms strategically coevolve with their environments? This paper attempts to address part of this question by drawing on advances in strategic choice theory and resource‐advantage theory. A scenario‐based group methodology based around the “think tank” described in the first paper of this special issue is presented whereby marketing analyses of environmental contexts are described which lead to a series of recommended marketing strategies for response (selection), which fit the changing environments (adaptation). Various conclusions are derived from this marketing strategy determination process and finally, consideration is given to issues of complexity and chaos in environmental assessment terms.

Keywords

Citation

Morgan, R.E. and Hunt, S.D. (2002), "Determining marketing strategy: A cybernetic systems approach to scenario planning", European Journal of Marketing, Vol. 36 No. 4, pp. 450-478. https://doi.org/10.1108/03090560210417264

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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