European Journal of Marketing: Volume 22 Issue 2

Commentary

Strategic planning is the managerial process of developing and maintaining a viable fit between the organisation's objectives and resources and its environmental opportunities…

Strategic Planning and Environmental Analysis

S.M. Sanderson, G.A. Luffman

The nature of the relationship between strategic environmental appraisal and marketing strategy is examined by, firstly, setting out what appraisal is and then explaining some of…

Commentary

The business mission restricts the nature of the alternatives available for consideration, when measured in terms of customer needs. Thus, with rare exceptions, an organisation…

Competition and Marketing Strategy

G. Easton

Processes of competition lie at the heart of the literature of marketing strategy. Indeed, it could be argued that competitors and sustainable competitive advantage are to…

Commentary

However, as Porter states, strategies cannot necessarily be put into practice without an analytical evaluation of an organisation's strengths and weaknesses — in essence, an…

The Competitiveness of British Industry: What Really Makes the Difference?

M.J. Baker, C.D. Black, S.J. Hart

Tightly controlled studies of competitiveness such as this one find few detectable differences between above and below‐average firms. This casts doubt on the validity and…

Commentary

The next set of decisions commits the organisation to some form of action, i.e. setting objectives. Within the context of strategic plans, objectives should have three…

How Fisons Managed its Turnaround

Paul N. Finlay

The strategic moves made by Fisons from the start of the company through to the present are charted. The significant events and strategic moves for the period up to 1980 are…

Commentary

Such policies are relevant for the larger, complex organisations, often commanding large market shares, but can strategic thinking be applied to smaller organisations, often those…