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He is the co-author of the textbook, Marketing Communications: Integrated Theory, Strategy and Tactics. Mulhern also serves as Director of the Forum for People Performance Management and Measurement, a center for scholarly research on employee engagement and internal marketing.
This is the least effective of the four strategies. It is without direction or focus. Miles, Snow et al. (1978) have identified three reasons why organizations become reactors: Top management may not have clearly articulated the organization's strategy. Management does not fully shape the organization's structure and processes to fit a chosen ...
Over the years, the journal published several influential articles that have shaped the discourse in business strategy. [4] [5] Notable contributions include: Aaker, D.A. (1992). "The Value of Brand Equity". Journal of Business Strategy. 13 (4): 27– 32. doi:10.1108/eb039503. Allee, V. (2000). "Reconfiguring the Value Network". Journal of ...
Strategy & Tactics was first published in January 1967 under its original editor, Chris Wagner, intended as a better alternative to Avalon Hill's magazine, The General. [1]: 101 Strategy & Tactics began life as a wargaming fanzine published by Wagner (then a staff sergeant with the US Air Force in Japan), at first in Japan, then moving to the United States with Wagner.
Marketing warfare strategies represent a type of strategy, used in commerce and marketing, that tries to draw parallels between business and warfare and then applies the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute.
The static assessment of strategy and performance, and its tools and frameworks dominate research, textbooks and practice in the field. They stem from a presumption dating back to before the 1980s that market and industry conditions determine how firms in a sector perform on average, and the scope for any firm to do better or worse than that average.
Strategic thinking is a mental or thinking process applied by individuals and within organizations in the context of achieving a goal or set of goals.. When applied in an organizational strategic management process, strategic thinking involves the generation and application of unique business insights and opportunities intended to create competitive advantage for a firm or organization.
Research writings of Davis (1984 cited by Prajogo 2007, p. 74) state that firms employing the hybrid business strategy (Low cost and differentiation strategy) outperform the ones adopting one generic strategy. Sharing the same view point, Hill (1988 cited by Akan et al. 2006, p.