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Creating Organizational Advantage

By (author) Colin Egan

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Price: R 2 058.95

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There is little doubt that after the heyday of marketing-led business in the 1980s, companies are beginning to examine what value marketing has added to the bottom line. This text examines the tremendous difficulties organizations encounter when implementing strategies driven by a customer focus or marketing orientation. It focuses on the two ways in which organizations are coping with global competition and market deregulation, firstly, how companies are redesigning their managerial processes internally and secondly, how they are looking to the outside and seeking partnerships with other businesses to compensate for their own limitations The work integrates these two strategic approaches giving suggestions for practical balanced solutions. It also provides a critical evaluation of the fads and fashions in management theory. The author examines the fields of international business, corporate strategy, marketing, and organizational behaviour integrating the complex, often conflicting themes which come out of the literature surrounding them. Many of the practical examples included in the book are based on seminars and consultancy carried out with major international companies includ