- Title
- On the need for research that provides reliable insights into the future
- Creator
- Pires, Guilherme
- Relation
- Global business & Economics Anthology Vol. II, p. 102-109
- Publisher
- Business & Economics Society International
- Resource Type
- journal article
- Date
- 2013
- Description
- While market efficiency may be left to invisible market forces, businesses need to have control over the outcomes they achieve over the planning period; hence they seek to control their marketing program as to minimize the gap between planned and actual results. Current intelligence indicates that a crucial element of that control - over what consumers actually do - may be missing, and the solutions may be elusive and complex. This may create incentives for businesses to focus on strengthening what they do well (namely on current products developed based on acquired capabilities and competencies), often attempting to create their own demand, instead of following a true market orientation. There is growing evidence that marketers have begun to question, if in an unheralded way, their reliance on invisible market forces. This is elaborated in terms of brief considerations about organizational efficiency and effectiveness, dynamic organizational capabilities, and organizational ambidexterity, all of which suggest a need for more exploratory research that provides reliable insights into the future.
- Subject
- marketing research; research; efficient market theory; organizational behavior research; incentives in industry; organizational effectiveness
- Identifier
- http://hdl.handle.net/1959.13/1341031
- Identifier
- uon:28640
- Identifier
- ISSN:1553-1392
- Language
- eng
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