University Center of International Programmes of Studies (UCIPS)

Μόνιμο URI για αυτήν την κοινότηταhttps://repository.ihu.gr/handle/11544/5

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Πλοήγηση University Center of International Programmes of Studies (UCIPS) ανά Συγγραφέα "Adamou, Georgios"

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    Integration of Strategic management and Strategic marketing.(The relationship between these two concepts)
    (2024-05-24) Adamou, Georgios
    Contemporary business success requires the intricate dynamics of fusing strategic management and marketing. This study seeks to navigate through the complexities, challenges, and future trends that emanate from integrating insights from industry professionals’ responses with established academic literature. The analysis draws from a wide range of industry experts and identifies such themes as the significance of data analytics in their businesses,the need for organizations to align goals with market trends, and the role of effective leadership in the context of integration. Such empirical findings are interspersed within seminal works of theory in strategic management and marketing literature. The study points out a move towards digital strategies, sustainability, and an emphasis on agile methodologies. Other identified best practices include; breaking down departmental barriers for collaboration among different departments and constant adaptation to face rapid changes in the market. Thus, this synthesis calls for flexible strategies based on evidence collected for strategic management/marketing field as regards technology development impacts and organizational culture implications in integration. Its main essence is that no organization can successfully align its marketing activities with its strategy without first understanding how these both affect each other within a dynamic global environment.