Journal of Consumer Marketing
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.
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.