Product Overview

This simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marketing strategy concepts are interconnected, which renders the strategic process vulnerable to the political machinations of executives. Evolving customer needs and competitors' proactive efforts to steal market share require a dynamic marketing strategy.

Learning Objectives

Students gain facility with basic marketing strategy concepts, learning to identify various products/services as "Stars," which require investment to maintain and grow share; "Cows," which generate cash for investment; "Dogs," which are drains on investment and should be divested; and "Question Marks," which must be categorized as either potential Stars or potential Dogs.