The flexible executive mindset: How top management should look at tomorrow's markets

Gene R. Laczniak, Robert F. Lusch

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

The need for management to better anticipate the future is the urgent message currently being advocated by consultants in strategic market planning. Uses a survey of high-level managers from Fortune 1,000 corporations to illustrate the advantages of cultivating a flexible mindset concerning environmental trends and their strategic marketing implications. Reviews projected developments in the economy, technology, ecology and the social/political environments that are expected to occur by 2005. Discusses appropriate marketing responses to these trends.

Original languageEnglish (US)
Pages (from-to)60-81
Number of pages22
JournalJournal of Consumer Marketing
Volume14
Issue number1
DOIs
StatePublished - Jan 1 1997

Keywords

  • Competitive strategy
  • Environmental scanning
  • Forecasting
  • Strategic marketing

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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