On the structure of strategic goals of global companies - from the view point of marketing
AbstractThis paper explores the relationships between strategic management and marketing. In the first part of a paper an author deals with the evolution of relationships between theory of management and marketing . He indicates similarities and differences in approaches to corporate strategies to market and social environment. So in short, schools of long range planning, strategic planning, strategic management, resource based-strategic management and knowledge-based strategic management, are commented. Next an author more specifically analyzes the evolution of approaches to strategic goals. A point in a paper is evoted to market turbulence as a factor influencing changes in strategic thinking. Then the ideas of the structures of corporate strategies are commented and author’s idea of dynamic concept of strategy is proposed .The second part of a paper is based on research on group of big global companies .It indicates real approaches of those companies to the structure of their strategic goals. Next, the paper shows the contribution of marketing to real structures of contents of strategic goals, mostly strategic visions and missions. Results allow for evaluation of practical validity of theoretical concepts on corporate strategic goals
|Publication size in sheets||0.55|
|Book||Stefanou Constantinos J. (eds.): Proceedings of the 9th International Conference on Enterprise Systems,Accounting and Logistics, 2012, ICESAL Organizing Committee, ISBN 978-960-287-138-6, 450 p.|
|Keywords in English||strategic management, marketing strat egy, corporate strategy business models, company mission, com pany vision, global companies|
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