Marketing-Inspired Strategic Thinking

Chapter 2 introduces the performance logic of marketing-inspired strategic thinking as requiring ‘fit’ between the product market a firm serves, the competitive strategy it realizes, and the success factors present in the firm. The firm is seen as having to compete in product markets. This approach has been developed for a strategy process that takes shape as rational decision-making and subsequent organization design to enable the firm to compete. The strategist’s role therefore is seen as being a rational decision-maker; processing information about product markets, competitive strategies, and the firm’s success factors. The experience curve, the product life cycle, the Ansoff matrix, the BCG growth share matrix, the concept of synergy, and blue ocean strategy are all introduced as part of this approach.