We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today's crises have precipitated a need for businesses to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant threat of chaos. Complete with metrics and measurements, "Chaotics" outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders. In this climate of increased turbulence, no organization can survive with less.
Author(s): Philip Kotler, John A. Caslione
Year: 2009
Language: English
Pages: 224
Contents......Page 8
Preface......Page 10
Introduction......Page 18
1 THE WORLD HAS ENTERED A NEW ECONOMIC STAGE: FROM NORMALITY TO TURBULENCE......Page 22
What Is Market Turbulence?......Page 29
Factors That Can Cause Chaos......Page 35
Conclusion......Page 58
2 MANAGEMENT’S WRONG RESPONSES TO TURBULENCE NOW BECOME DANGEROUS......Page 60
Resource Allocation Decisions That Undermine Core Strategy and Culture......Page 66
Across-the-Board Spending Cuts versus Focused and Measured Actions......Page 68
Quick Fixes to Preserve Cash Flow, Putting Key Stakeholders at Risk......Page 71
Reducing Marketing, Brand, and New Product Development Expenses......Page 72
Declining Sales and Price Discounting......Page 75
Decoupling from Customers by Reducing Sales-Related Expenses......Page 77
Cutting Back on Training and Development Expenses in Economic Crises......Page 78
Undervaluing Suppliers and Distributors......Page 79
Conclusion......Page 84
3 THE CHAOTICS MODEL: MANAGING VULNERABILITY AND OPPORTUNITY......Page 86
Constructing an Early-Warning System(EWS)......Page 96
Construction of Key Scenarios......Page 104
Scenario and Strategy Selection......Page 113
Conclusion......Page 117
4 DESIGNING MANAGEMENT SYSTEMS FOR RESILIENCE......Page 118
The Chaotics Management System......Page 123
Finance and Information Technology......Page 127
Manufacturing/Operations......Page 137
Purchasing/Procurement......Page 144
Human Resources......Page 149
Conclusion......Page 153
5 DESIGNING MARKETING SYSTEMS FOR RESILIENCE......Page 156
Common Marketing Reactions to Crises......Page 160
Strategic Marketing Responses to Crises......Page 165
Operational Issues Facing the Marketing Department......Page 172
Operational Issues Facing the Sales Department......Page 177
Conclusion......Page 182
6 THRIVING IN THE AGE OF TURBULENCE: ACHIEVING BUSINESS ENTERPRISE SUSTAINABILITY......Page 184
Business Enterprise Sustainability (BES)......Page 187
Conclusion......Page 205
Notes......Page 208
C......Page 218
E......Page 219
I......Page 220
M......Page 221
R......Page 222
Z......Page 223
About the Authors......Page 224
