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- Title
STRATEGIC WINDOWS.
- Authors
Abell, Derek F.
- Abstract
The article discusses the practice of strategic market planning. It is defined as the management of any business unit in relation to anticipating and responding to changes which affect the marketplace for their respective products. Frequently market changes are so far reaching that the competence of a business enterprise to continue to compete effectively is questioned. Experts refer to the window of time when a firm can compete within the key requirements of a market as a "strategic window." Analysts contend that investment in a product line or market area should coincide with the periods in which those windows are open or viable.
- Subjects
STRATEGIC planning; MARKETING management; MARKET entry; MARKETING strategy; BUSINESS conditions; BUSINESS cycle management; PRODUCT management research; BUSINESS planning; INDUSTRIAL management research; ECONOMICS
- Publication
Journal of Marketing, 1978, Vol 42, Issue 3, p21
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250529