Strategic marketing management for health management: cross impact matrix and TOWS

Abstract

Organisations operate within a three‐tiered environment – internal, micro and macro. The environment is a powerjul force acting upon the effectiveness of strategic decision making. Failure to take cognisance of the influence of the three‐tiered environment can have disastrous consequences. The cross‐impact matrix and the TOWS matrix are two strategic decision‐making aids that improve effective decision making. When used in conjunction with creative problem solving methods they can provide the basis of a powerful management tool.

Citation

Proctor, T. (2000), "Strategic marketing management for health management: cross impact matrix and TOWS", Journal of Management in Medicine, Vol. 14 No. 1, pp. 47-56. https://doi.org/10.1108/02689230010340552