Commentary

Abstract

Strategic planning is the managerial process of developing and maintaining a viable fit between the organisation's objectives and resources and its environmental opportunities. The job of strategic planning is to design the company in such a way that it consists of enough healthy businesses to keep the company going even when some of its businesses are hurting.

Citation

(1988), "Commentary", European Journal of Marketing, Vol. 22 No. 2, pp. 5-13. https://doi.org/10.1108/eb027334