Abstract
Marketing research identifies the significant role that the external environment plays in the formulation and implementation of marketing strategies (Achrol and Stern 1988; McKee, Varadarajan, and Pride 1989). However, the impact that environmental scanning can have in the strategic decision-making process has been largely ignored in marketing research. In an effort to overcome this limitation, a framework is proposed which identifies the environmental scanning characteristics of the firm based on two environmental dimensions; (1) environmental uncertainty, and (2) the capabilities of the firm to implement an adaptive strategy.
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© 2015 Academy of Marketing Science
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Stanwick, P., Cronin, J.J., Taylor, S.A. (2015). Environmental Scanning, Environmental Uncertainty, and the Capabilities of the Firm: A Proposed Framework. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_22
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DOI: https://doi.org/10.1007/978-3-319-17049-7_22
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17048-0
Online ISBN: 978-3-319-17049-7
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