Adaptive Marketing Capabilities
3 important questions on Adaptive Marketing Capabilities
What must organisations do to acquire or enhance the Adaptive Marketing Capabilities?
- Vigilant market learning;
- Adaptive experimentation;
- "Open" marketing that assembles scattered and flexible partner resources.
Which 2 developments prevent market learning at its fullest?
Market learning being the findings are accurately interpreted and communicated throughout the firm.
- Interpretation is prevented by managers only seeing what they want to;
- Sharing is obstructed by silos.
What is the essence of an Open Marketing?
It extends the firm's resources beyond their own boundaries and enables access to the resources of the partners.
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