Abstract
The present article proposes to analyze marketing planning within the context of innovative organizational structures. The work has been structured as an essay, and is comprised of a review of the theoretical reference, set against a conceptual critical analysis of a few aspects pertinent to the theme. Issues around the difference among the several strategic levels, such as the formulation of corporate strategies, competitive and structural. Additionally, marketing planning activities were situated in companies’ structural hierarchizing. Lastly, a reflection is conducted, raising issues adjacent to marketing planning, strategies, and innovative organizational structures..
Highlights
The constant and uncontrollable changes that occur in the contemporary business environment demand permanent adaptations and adjustments in productive and administrative products and processes, and those who do not attempt to adequate to the new environmental conditions will face difficulties to grow and survive (JOHNSON et al, 2010; NEFF, 2011; ROWLEY, 2010)
The formulation of the strategy refers to the definition, assessment and selection of business areas in which the organization will compete, and the emphasis that should be placed on each area (TOLEDO; FREIRE; LUIS, 2006)
The main issue is the allocation of resources among the organization’s business areas, according to the criteria of attractiveness and competitive position of each of the areas, whereby the strategies are predominantly aimed towards the growth and permanence of the organization (TOLEDO; FREIRE; LUIS, 2006)
Summary
The constant and uncontrollable changes that occur in the contemporary business environment demand permanent adaptations and adjustments in productive and administrative products and processes, and those who do not attempt to adequate to the new environmental conditions will face difficulties to grow and survive (JOHNSON et al, 2010; NEFF, 2011; ROWLEY, 2010). Companies are exposed to drastic changes in managerial and cultural paradigms, and many are disoriented and pathless in the face of the situations prevalent in the external environment. In this technical-cultural revolution scenario, strategic planning and marketing planning stand out as guiding instruments for the improvement of corporation competitiveness, push forth the growth of the organization and articulate changes in organizational structures (TOLEDO; CAIGAWA et al, 2006). In this sense, all and any changes in configuration in an organizational structure may bring improvements. The aforementioned justifies a scientific study dealing with some of the specificities of the theoretical references that base the concepts of strategic and marketing planning in the scope of organizational structures
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