English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Zendy Plus

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Zendy Tools

Zendy Open

We show how different approaches to developing marketing strategies dependingon the type of environment a firm faces, where environments are distinguishedin terms of their systems properties not their context. Particular emphasis isgiven to turbulent environments in which outcomes are not a priori predictableand are not traceable to individual firm actions and we show that, in theseconditions, the relevant unit of competitive response and understanding is nolonger the individual firm but the network of relations comprisinginterdependent, interacting firms. Networks of relations are complex adaptivesystems that are more 'intelligent' than the individual firms that comprisethem and are capable of comprehending and responding to more complex andturbulent environments. Yet they are co-produced by the patterns of actions andinteractions of the firms involved. The creation and accessing of suchdistributed intelligence cannot be centrally directed, as this necessarilylimits it. Instead managers and firms are involved in a kind of participatoryplanning and adaptation process through which the network self-organises andadapts. Drawing on research in systems theory, complexity, biology andcognitive science, extensions to the resource-based theory of the firm areproposed that include how resources are linked across relations and network ina dynamic and evolutionary way. The concept of an extended firm and softassembled strategies are introduced to describe the nature of the strategydevelopment process. This results in a more theoretically grounded basis forunderstanding the nature and role of relationship and network strategies inmarketing and management. We finish by considering the research implications ofour analysis and the role of agent based models as a means of sensitising andinforming management action.

Toward A Normative Theory of Normative Marketing Theory