chapter  6
Leadership teams rediscover market analysis in seeking competitive advantage and growth during economic uncertainty
Pages 10

Many of marketing’s long-standing frameworks are finding an uprated role in the current

economic turmoil. As leadership teams strive to understand changing market dynamics

and their implications, recognise that revenue streams are threatened and must be replaced,

and seek to provide customers with new propositions relevant to their evolving values and

purchasing needs, core marketing analyses and strategic marketing tools are coming to the

fore. But not necessarily by marketers. In many organisations, it is the non-marketers

amongst the leadership team that are turning to these marketing frameworks and

incorporating market-led risk assessment of revenue streams in order to shape new-look

business strategies.