Rethinking strategic marketing: achieving breakthrough results

Abstract

Purpose

To provide a practical overview of strategic thinking concepts and practices for marketing and other managers that can help them improve their strategy making.

Design/methodology/approach

The raw materials of strategic thinking are illustrated by case studies and examples from a range of industries to aid managers in their successful application. The principles and techniques are presented in four categories: thinking strategies, strategic decision making, strategic competencies and visualizing strategy.

Findings

Offers marketers an approach for moving beyond the automatic application of traditional strategic frameworks to identify and to achieve breakthrough strategies. Recognizes the real power of strategic thinking as a source of competitive advantage.

Practical implications

The principles and practices proposed represent a practical system for enhancing strategic promise and performance, as well as for reducing the risks of strategic failure.

Originality/value

The marketing discipline is long overdue in applying the same attention and rigor to strategic thinking that it applies to strategic planning and this paper offers managers practical help in identifying and developing strategic thinking competencies.

Citation

Fodness, D. (2005), "Rethinking strategic marketing: achieving breakthrough results", Journal of Business Strategy, Vol. 26 No. 3, pp. 20-34. https://doi.org/10.1108/02756660510597074