chapter  11
43 Pages

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.