ENVIRONMENT AND STRATEGY IN 1995: A SURVEY OF HIGH‐LEVEL EXECUTIVES

Abstract

A survey of Fortune 500 vice‐presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate and marketing strategy. These perspectives can serve as a catalyst to other executives for thinking about future business environments as well as possible corporate responses to the shape of the future. Whether the predictions of the organizational managers we surveyed materialize or not, their views are worthy of careful scrutiny by any organization that takes strategic planning as a serious and important exercise in plotting a firm's future.

Citation

Laczniak, G.R. and Lusch, R.F. (1986), "ENVIRONMENT AND STRATEGY IN 1995: A SURVEY OF HIGH‐LEVEL EXECUTIVES", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 27-45. https://doi.org/10.1108/eb008161