...Petri Parvinen; Henrikki Tikkanen; Jaakko Aspara Purpose Within customer‐oriented business organizations, corporate management can be understood as corporate strategic marketing (CSM), or marketing the corporation in various markets. The article identifies the main competitive markets in which...

... out of many that have discovered the power of platforms. Not in the old‐fashioned way of using similar parts to enhance their products, on the one hand covering a broad range of the market, while on the other keeping development time and cost low; but these companies are demonstrating...

...David Cravens Purpose Strategic marketing is confronted with an array of global challenges and opportunities at the beginning of the twenty‐first century. Some opinion leaders question the role and importance of marketing strategy. Others are convinced the discipline is more vital than ever before...

... goals; maintaining corporate commitment to the new venture; engaging outside experts; and creating strategic alliances inside and outside of the corporation. The strategies presented will help corporations build successful in‐house ventures which can extend the corporation’s market reach, leverage...

... competitive advantage. So some of the most successful companies today are using behavior to differentiate themselves in their markets. Behavioral differentiation is more difficult to copy, even when competitors know what you are doing, because differentiating yourself behaviorally requires more skill...

...John Nisbet Everyone pays lip service to integrating a company’s essential functions in order to maximize productive capacity and market success. But how many companies actually achieve it? The ramifications for integrating IT with business processes and quality systems can be huge, such as when...