Организации, управляющие рынком: концептуальная схема

Каррила Франсуа А.; Ярамилло Фернандо; Локандер Уильям Б.

Организации, управляющие рынком;

Ориентация на рынок, подчинение его требованиям и управление рынком;

Преобразующее лидерство;

Формирование видения компании;

Стимулирование интеллектуальных усилий;

Корпоративная культура;

Способность к инновациям;

Переходная фаза;

Управление рынком;

Выводы;

Направления будущих исследований;

Персонал Корпоративная культура

Планирование маркетинга Рыночные стратегии

Аннотация

В литературе по маркетингу имеется достаточное количество публикаций, посвященных значению использования компаниями стратегий управления рынком, являющихся альтернативой стратегиям подчинения требованиям рынка (например, Jaworski, Kohli and Sahay, 2000; Kumar, Scheer and Kotler, 2000). Однако до сих пор никто не пытался объединить стратегии управления рынком в единое целое. В первой части настоящей статьи дается обзор стратегий ориентации компании на рынок, управления рынком и подчинения требованиям рынка. Во второй части предлагается схема, способствующая лучшему пониманию процессов создания и воплощения в жизнь культуры управления рынком.
Наконец, в последнем разделе исследуется взаимосвязь стратегий управления рынком с достижением успеха в бизнесе. Построение объединенной схемы стратегий компании основывается на имеющихся в литературе публикациях по современному лидерству, корпоративной культуре, инновациям и стратегиям
маркетинга.

Журнал: «Маркетинг-дайджест» — №1, 2005 (© Издательский дом Гребенников)

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Каррила Франсуа А.

Соискатель докторской степени, факультет маркетинга Университета Южной Флориды, Тампа (США).

Ярамилло Фернандо

Доцент, факультет маркетинга Техасского Университета, Арлингтон (США).

Локандер Уильям Б.

Профессор маркетинга и качества, Тампа (США).

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