MBA610: Strategic Planning

Kumar, V. (2018). Transformative Marketing: The Next 20 Years. Journal of Marketing, 82(4), 1–12. https://doi.org/10.1509/jm.82.41.
Academic research, marketplace actions, and societal developments constantly shape the future of marketing thought and practice (Kumar 2015). This piece presents the concept of transformative marketing, proposes an early definition of this phenomenon, and identifies its potential triggers. An explicative framework of contributing elements to describe and discuss this important topic.

Wienclaw, R. A. (2021). Marketing strategy. Salem Press Encyclopedia..
Factors to be considered in the development of an organizationally unique empirically based strategy are the assets and skills possessed by the organization, the drivers of the particular market, the nature of the competition, the stage of the life cycle of the industry or market, and any strategic windows that affect the organization's ability to successfully compete in the marketplace.

Sage Publications. (2016, January 1). New Product Development. (Video). SAGE Publications, Ltd. https://doi.org/10.4135/9781473988507

Satariano, A. (2015). Apple Gets More Bang For Its R&D Buck. Bloomberg Businessweek, 4453, 38–39.
Satariano presented research and development (R&D) spending among U.S. technology firms with a focus on Apple. Specifically, Apple Inc.’s promotion of innovation among suppliers, spending on marketing and advertising, and a comparison to R&D spending by the search engine firm Google Inc.

Vitton, J. J., Schultz, P. L., & Butz, N. T. (2014). Eastman Kodak: Facing Disruptive Technological Change. Journal of Critical Incidents, 7, 83–86.
This article is a case study of a critical incident prepared with the intent as a basis for class discussion. Learners are directed to consider Kodak’s decisions and actions in response to the competitive context.