资源描述:
《Developing counter chaos marketing strategies the key to survival and success in modern chaotic markets【外文翻译】》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、外文翻译原文Developingcounterchaosmarketingstrategies:thekeytosurvivalandsuccessinmodernchaoticmarketsMaterial:CogginCollegeofBusinessAuthor:CosKunSamLiChaostheoryhasbeeninexistenceforsometime.Howeverithasnotbeenwellpublishedinmarketingliterature.Conditionst
2、hatarecreatingchaoticshockwavesareveryrealinbothglobalandnationalmarkets.Atleastpartially,chaostheoristshaveexploredthedisorderlinessofmarketsbuttheyhaveprimarilylookedatlongtermimplicationsofthisdisorderliness.However,chaoticmarketsneedimmediatesoluti
3、ons.Thegeneralorientationofchaostheorymayguidemarketingdecisionmaker.Marketingexecutives,furthermore,havetofacetheseadversitiesandmustlearntomanagethem.Thissituationwillcallforthecreationofacounterchaoscultureintheorganizationanddevelopingacounterchaos
4、marketingstrategythatisproactive.Suchastrategygoesbeyondjustsurvival.Ittransformstheconditionsthatarecreatingchaosintonewmarketopportunities.Sinceconditionsoroccurrencesthatarecreatingchaoticshockwavesinthemarketplacearebecomingmoreandmorecommonplace,i
5、tisextremelycriticalthatfirmsdevelopcounterchaosstrategiesforsurvivalandprofit.Thereisalmostnoendtothislist.Allofthesedevelopmentshavecausedorarecausingchaosintheirrespectivemarkets.Ifoneweretodescribethefeaturesofexistingmarkets,bothglobalandnational,
6、thefollowingwoulddescribethemthebest:uncertainty,plurality,changeandsuddenshockwaves(Murphy1996).Or,inSchumpeter’swords,thesedevelopmentsrepresent“creativedestruction”.Thus,companiesmustlearntomanagecrises.Criseshoweverinmodernmarketsarealmostdailyoccu
7、rrences.Inthisarticletheyarereferredtoaschaoticinfluencessincetheyareextremelypowerfulandfarreaching.Additionally,inthiseraofhightech,disruptivetechnologiesarecreatingshockwavesevenforwell-managedcompanies(Christensen2003)whichexacerbatetheconditionsth
8、ataredescribedbyMurphy(1996).Duckerpositsthata“discipline’sbasicassumptionsaboutrealitydetermine6whatitfocuseson”,buttheperceptionoftheserealitiesmaydifferdramatically.Strategicplanningthusfarhasbeenbasedonexplicitlyorimplicitlyacknowle