Abstract
The theory of Constraints received the most attention in the middle of 1990’s, when the developer of the concept Dr. E. Goldratt published his second book “It’s Not Luck”. In spite of impressive number of articles published and over 100 successful implementations, the marketing side of the Theory of Constraints is not much discussed. This paper focuses on providing an overview of the Theory of Constraints of the main principles and techiniques, the concept’s implications for marketing and illustrates the suitability of the Theory of Constrainst for marketing management in Estonia with two cases.
Highlights
The theory of Constraints (TOC) is a systems management methodology (Dettmer 2000, p. 2) developed by Dr Eliyahu M
Dettmer (1997, p. 284) states that the transition tree has nine basic purposes: 1) provide a step-by-step method for action implementation; 2) enable effective navigation through a change process; 3) detect deviation in progress toward a limited objective; 4) adapt or redirect effort, should plans change; 5) communicate the reasons for action to others; 6) execute the injections developed in the Evaporating clouds (EC) orFRT; 7) attain the intermediate objectives identified in a PRT; 8) develop tactical action plans for conceptual or strategic plans; 9) preclude undesirable effects arising out of implementation
To break the conflict the salesperson has to bring the prospect to agree on the magnitude of his / her problems or needs, and that they all stem from one source - the source which the seller knows can be addressed by his / her product or service
Summary
The theory of Constraints received the most attention in the middle of 1990's, when the developer of the concept Dr E. Goldratt published his second book "It's Not Luck". In spite of impressive number of articles published and over 100 successful implementations, the marketing side of the Theory of Constraints is not much discussed. This paper focuses on providing an overview of the Theory of Constraints of the main principles and techiniques, the concept's implications for marketing and illustrates the suitability of the Theory of Constrainst for marketing management in Estonia with two cases
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