Aggressive Marketing and Revitalizing the Corporation: Increasing U.S. Competitiveness

Abstract

There is increasing concern among analysts, researchers, and leaders of American industry about our eroding competitive position in international markets. Less radical solutions include joint ventures and government intervention. A more radical solution is the adoption of a more aggressive marketing position, including a focus on growth in market share as the central organizational goal, a long-term perspective, concern with competitive intelligence, and true marketing analysis to identify competitive advantage and distinctive competences. An even more radical solution involves revitalizing or re-inventing the corporation. A variety of considerations comes into play here, including employee ownership in the company, leasing employees instead of hiring them, elimination of top-down authoritarian style and substitution with a networking style of management, increasing use of entrepreneurship within companies-intrapreneurship-and formation of smaller autonomous businesses within a larger structure.