The Flexible Executive Mindset: How Top Management Should Look at Tomorrow’s Markets

Authors

Gene R. Laczniak, Marquette UniversityFollow
Robert F. Lusch, University of Oklahoma Norman Campus

Document Type

Article

Language

eng

Publication Date

1997

Publisher

Emerald

Source Publication

Journal of Consumer Marketing

Source ISSN

0736-3761

Abstract

The need for management to better anticipate the future is the urgent message currently being advocated by consultants in strategic market planning. Uses a survey of high-level managers from Fortune 1,000 corporations to illustrate the advantages of cultivating a flexible mindset concerning environmental trends and their strategic marketing implications. Reviews projected developments in the economy, technology, ecology and the social/political environments that are expected to occur by 2005. Discusses appropriate marketing responses to these trends.

Comments

Accepted version. Journal of Consumer Marketing, Vol. 14, No. 1 (1997): 60-81. DOI. © 1997 Emerald. Used with permission.

Recommended Citation

Laczniak, Gene R. and Lusch, Robert F., "The Flexible Executive Mindset: How Top Management Should Look at Tomorrow’s Markets" (1997). Marketing Faculty Research and Publications. 89.
https://epublications.marquette.edu/market_fac/89