Environment and strategy in 1995: A survey of high-level executives

Gene R. Laczniak, Robert F. Lusch

Research output: Contribution to journalReview articlepeer-review

1 Scopus citations

Abstract

A survey of Fortune 500 vice-presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate and marketing strategy. These perspectives can serve as a catalyst to other executives for thinking about future business environments as well as possible corporate responses to the shape of the future. Whether the predictions of the organizational managers we surveyed materialize or not, their views are worthy of careful scrutiny by any organization that takes strategic planning as a serious and important exercise in plotting a firm's future.

Original languageEnglish (US)
Pages (from-to)5-23
Number of pages19
JournalJournal of Business & Industrial Marketing
Volume2
Issue number1
DOIs
StatePublished - Jan 1987

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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