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Generating Growth — The Risks

In: Marketing Through Turbulent Times

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

Abstract

So far, I have outlined strategies for growth. I will now focus on some of the risks associated with growth strategies: (1) pushing the organization into unchartered territories, (2) sluggish (or nonexistent) consumer adoption; (3) developing accurate forecasts for a market that doesn’t exist; (4) losing sight of what business you are in; and (5) ethical concerns associated with creating new needs and wants and encouraging consumption.

Suggested Citation

  • Jenny Darroch, 2010. "Generating Growth — The Risks," Palgrave Macmillan Books, in: Marketing Through Turbulent Times, chapter 0, pages 109-127, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25118-2_9
    DOI: 10.1057/9780230251182_9
    as

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