Able Corporation

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Management plan links the environment context, control types, and consequences, showing how these contingencies influence the selection and use of marketing controls.


Strategy choice and implementation are the primary determinants of strategy success. The analysis of strategy performance over time provides important diagnostic inputs into the development of strategy choice concepts. The early discussion highlights the importance of matching the strategy choice with the conditions of the environment and the organization's skills and resources. The long-term importance of selecting a sound initial strategy has research support. In order to define the identity of Able Corporation, it is important to take into account the nature of business and market strategies. Research suggests marketing strategy should be conceptualized and investigated within the context of the organizational mission. Most marketing strategy frameworks address the role of organizational mission but few empirical investigations actually take mission into account. Perception of market needs does not mean that an opportunity exists for any particular company (Fill, 1999). Available opportunities must be related to the particular company's resources, including its personnel, financial, and physical resources. Profitable courses of action vary with individual corporate postures and goals. The overwhelming majority of innovative opportunities will be rejected. But it is necessary to screen the many to find the few that do relate to the resources and the mission of the company (Johnson and Scholes, 1998). ...
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