Essays on Planned Versus Emergent Approaches Assignment

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The paper "Planned Versus Emergent Approaches" is a perfect example of a marketing assignment. Using business literature, a strategy can be said to be a broad course of action planned to enable an organization to achieve its objectives. This word was derived from a Greek word strategos, which means the art of the general or the commander of the armies (Price, 2007). The use of this word in business literature arose when it became evident to management researchers that in sharp contrast to economic models of perfect competition, business organizations engaged in the same activity and using technology, they often performed differently.

A closer examination showed that different business organizations from the same industry adopted different approaches to products, distribution and organizational structures. As Fifield, (2007) explains, these differences, within similar market environments came to be known as ‘ strategies’ . According to Bhatia (2000), there are two different approaches to strategy formulation used among different business organizations; emergent and planned approaches. This paper focuses on understanding the two approaches and the extent to which they can assist or impede the process of business and marketing planning depending on different circumstances.

In addition, the paper seeks to explore the effectiveness of scenario thinking/planning and the game theory in assisting marketers to achieve a balance between the two approaches. Planned versus emergent approaches According to Bhatia (2000), the planned approach suggests that strategy formulation in business organizations precedes strategy implementation. Clearly, this approach suggests that organizations systematically create strategies that they pursue. This approach is based on the proposition that in order to solve organizational problems, a rational and systematic approach must be adopted. This may include collecting information, developing a hypothesis, taking actions in order to achieve the desired goals and finally evaluating the action.

References

Baker, M. J. & Hart, S. (2007) The Marketing Book, Butterworth-Heinemann, Burlington,USA

Bhatia S. C., (2000) Retail Management, Atlantic Publishers & Dist, Delhi

Cockcroft, A. (2000) Scenario planning- part 2, Sun Blue Prints, Antonio, retrieved from http://www.sun.com/blueprints/0300/planning2.pdf (17 May 2011)

Cooper, L. G. & Nakanishi, M. (1988), Market-share analysis: evaluating competitive marketing effectiveness, Springer, Queen Squire Lancaster UK

Davies, A. (1999) A strategic approach to corporate governance, Gower Publishing, Ltd, Hampshire.

Fifield, P. (2007) Marketing strategy: the difference between marketing and markets, Butterworth-Heinemann, Burlington USA.

Harris, S., Forbes, T. & Fletcher, (not dated) M. Taught and enacted strategic approaches in young enterprises, University of Stirling, Scotland retrieved from http://directory.umm.ac.id/Data%20Elmu/jurnal/I/International%20Journal%20of%20Entrepreneurial%20Behaviour%20%26%20Research/Vol6.Issue3.2000/16006cb2.pdf (16 May 2011).

Laing, A., Hogg, G., Fischbacher, M. & Smith, A. (2002) Managing and marketing health services, Cengage Learning, London.

Mathur, U. C. (2010), Retail Management: Text and Cases, I. K. International Pvt Ltd, New Delhi.

Mayer, F. (2007) Marketing, Future Scenario Planning Karlsberg Brewery, GRIN Verlag, Norderstedt, Germany.

Meek, H., Meek, R., Palmer, R. & Parkinson L. (2007) Managing marketing performance 2007-2008, Butterworth-Heinemann, Burlington USA

Price, A. (2007) Human Resource Management in a Business Context, Cengage Learning EMEA, London.

Ringland, G. & Young, L. (2006), Scenarios in marketing: from vision to decision, John Wiley and Sons, London, UK.

Stamford University (not dated) Strategy and Marketing Primer (version 3), Department of Engineering- Economics Systems & Operational Research, California.

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