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Beyond matrices and black-box algorithms: setting marketing priorities with marketing strategy conferences

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  • Schilling, Martin S.
  • Schulze-Cleven, Paul J.

Abstract

With this paper, we introduce the Marketing Strategy Conference approach to set strategic marketing priorities effectively and allocate marketing-related resources accordingly. The system is based on managerial preference modelling with a decision model (analytical side) and communication-enhancing strategy conferencing (interactive side). After a review of alternative resource allocation frameworks, as over-the-thumb approaches, matrix-based analyses, statistical analyses or management science models, we analyse existing analytical, behavioural and organisational impediments to effective marketing resource allocation. Addressing some of this impediments, this papers outlines two Marketing Strategy Conference cases, which we carried out for the pharmaceutical, Schering Argentina.

Suggested Citation

  • Schilling, Martin S. & Schulze-Cleven, Paul J., 2007. "Beyond matrices and black-box algorithms: setting marketing priorities with marketing strategy conferences," LSE Research Online Documents on Economics 22695, London School of Economics and Political Science, LSE Library.
    • Handle: RePEc:ehl:lserod:22695
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    References listed on IDEAS

    as
    1. Jane E. Dutton & Susan J. Ashford & Regina M. O’ Neill & Erika Hayes & Elizabeth E. Wierba, 1997. "Reading the wind: how middle managers assess the context for selling issues to top managers," Strategic Management Journal, Wiley Blackwell, vol. 18(5), pages 407-423, May.
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    3. James S. Dyer, 1990. "A Clarification of "Remarks on the Analytic Hierarchy Process"," Management Science, INFORMS, vol. 36(3), pages 274-275, March.
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    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • F3 - International Economics - - International Finance
    • G3 - Financial Economics - - Corporate Finance and Governance
    • J1 - Labor and Demographic Economics - - Demographic Economics

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