Adapting your organizational culture to support your strategy making
Our goal is a strong marketing strategy – one that creates strong customer preference towards us rather than our competition. As we learned in the ﬁrst two sections of this book, only relatively few companies manage to do this. The common factor they share is not so much the way that they make marketing strategy, but that the way they plan is bicongruent. Our approach, therefore, to achieving our goal of strong strategy is to make our strategic marketing planning
process bicongruent – in other words, to ensure that the way we choose which customers to go after and what to offer them ﬁts both the marketplace and our organizational culture.