Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 5: What Kind of Corporate Objectives?
What Kind of Corporate Objectives?
An overriding objective is critical to the successful functioning of a business enterprise. Lack of specificity in objectives often causes management to fall back on vague, overgeneralized statements. When this happens, the decisions relating to such major strategies as product and product line, pricing, personal selling, advertising, channels, research and development, and plant location are poorly coordinated. Too often the decisions are made by merely following industry practice (“all companies have their own sales force”), by historical precedent (“we have always had exclusive dealers”), and by tradition, uncertainty, and imitation, as well as by sound precedent and experienced insight.
As corporations have grown in size, executive problems have increased in complexity. Consider the desires ...