1. Библиотека
  2. Журнал «Маркетинг-дайджест»
  3. №2, 2004
  4. статья

Динамика ориентации бизнеса: кейс корпорации Volvo Cars 
Liu H., Roos L., Wensley R.
Концептуальная схема;
Метод исследования;
Корпорация Volvo: общая информация;
Сдвиги в ориентации деятельности Volvo Cars;

Темы:
Стратегическое планированиеВыбор стратегии
Стратегический маркетингПланирование маркетинга
Отрасли:
ПромышленностьМашиностроение и металлообработка

Аннотация

Традиционная литература по маркетингу
рассматривает ориентацию деятельности
фирмы в статике или
как односторонний
эволюционный / революционный процесс
от производства продукта к продажам и
рынку. Исследуя изменение ориентации
бизнеса корпорации
Volvo Cars, авторы
приходят к выводу,
что эта схема имеет
не линейный, а циклический характер:
рынок — производство — рынок. Факторы,
определяющие эту схему, анализируются
с учетом как характера конкретного рынка, так и доступности
данных. Результаты
будут полезны и менеджерам, и ученым.

Журнал: «Маркетинг-дайджест» — №2, 2004 (© Издательский дом Гребенников)
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* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

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Liu Hong

С 1992 г. работает в Школе бизнеса (Манчестер). B.Sc., M.Sc., Ph.D.

Получил экономическое и инженерное образование, степень Ph.D. по маркетингу в Школе бизнеса Warwick. Консультирует ОЕСД, правительства Брунея и Великобритании, а также ряд транснациональных компаний. Является автором множества журнальных статей и одной книги.

Roos Lars-Uno

Вице-президент Volvo Truck по планированию, разработке и закупке продукта и по удовлетворенности покупателей.

Получил диплом инженера и степень Ph.D. по экономике в Университете Готенбурга.

Wensley Robin

B.A., M.Sc., Ph.D. Работал в RHM Foods and Tube Investment и Лондонской школе бизнеса, занимал пост председателя Школы бизнеса Warwick в 1989–1994 гг. Опубликовал ряд статей, в том числе в журналах Journal of Marketing, International Journal of Research in Marketing, Harvard Business Review и Journal of Management Studies.

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