Western generic business and corporate strategies

Marketing Intelligence and Planning - Tập 13 Số 6 - Trang 34-40 - 1995
LowSui Pheng1, RajeshwarSirpal2
1Senior Lecturer and Deputy Director at the School of Building and Estate Management, National University of Singapore, Singapore.
2Fellow at the School of Building and Estate Management, National University of Singapore, Singapore.

Tóm tắt

Extracts the fundamental principles of the Thirty‐six Chinese Classical Strategies of War to formulate an appropriate framework for drawing lessons in Western generic business and corporate strategies for the first time. Does not, however, suggest that Western literature on generic business and corporate strategies is any less effective than the Thirty‐six Chinese Classical Strategies of War which tend to be more definitive in nature. Much synergy can in fact be achieved by extending lessons in strategies from both the East and the West. Lessons from the Thirty‐six Chinese Classical Strategies of War would be particularly pertinent for the West in view of the growing economic influence of the East Asian region on the global political platform. Suggests marketing planners based in the West would certainly be better placed in this region if they, when operating in East Asia, were able to appreciate a deeply revered and firmly entrenched Chinese classical strategic treatize.

Từ khóa


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Marketing Intelligence and Planning

Tập 13 Số 6

34-40

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