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4c Diamond Analysis

In: MARKPLUS, INC WINNING THE FUTURE — MARKETING AND ENTREPRENEURSHIP IN HARMONY

Author

Listed:
  • Hermawan Kartajaya
  • Philip Kotler
  • Den Huan Hooi

Abstract

As mentioned in Chapter 9, both the micro- and macro-factors surrounding the company must be taken into account while formulating a sustainable business and marketing strategy. Four major aspects that have a significant impact on business and that need to be put under the radar are Company, Competitor, Customer, according to Kenichi Ohmae’s 3C model, and a new element proposed by Hermawan, Change — making them 4Cs for business landscape analysis. Although there are some other models or frameworks in analysing the business landscape such as Political, Economic, Social, Technological, Environmental, Legal (PESTEL) Analysis and Porter’s Five Forces Analysis, these can be incorporated in this 4Cs model (Figure 10.1) which is comprehensive and yet easy to remember, utilise, and apply…

Suggested Citation

  • Hermawan Kartajaya & Philip Kotler & Den Huan Hooi, 2021. "4c Diamond Analysis," World Scientific Book Chapters, in: MARKPLUS, INC WINNING THE FUTURE — MARKETING AND ENTREPRENEURSHIP IN HARMONY, chapter 10, pages 147-156, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811221729_0010
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    Keywords

    Marketing; Entrepreneurship; Purpose; Passion; Sustainable Success; Competitiveness; Creativity; Segmentation; Targeting; Positioning; Differentiation; Marketing Mix; Product Price; Place; Promotion; Brand; Service; Process; Communitisation; Confirmation; Clarification; Codification; DNA; Co-Creation; Conversation; Communal Activation; Currency; Commercialisation; Character; Care; Collaboration; Product-centric; Market-centric; Human-Centric; Human-to-Human Interaction; Machine-to-Machine Interface; Youth; Women; Netizens;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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