Advertisement

Marketing Progress: A Never-Ending Story

  • Elena CandeloEmail author
Chapter
Part of the International Series in Advanced Management Studies book series (ISAMS)

Abstract

During the 1960s, progress in marketing strategies driven by firms spurred on and led a strong evolution in marketing research, academic studies, and management literature. These included Sloan’s My Years with General Motors, Levitt’s Marketing Myopia, Ansoff’s product/market matrix, Borden and McCarthy’s marketing mix concept, Andrews’ contribution to the SWOT analysis, the “learning curve”, and the rise and fall of portfolio management, to mention just a few. All of them, directly or indirectly, had a considerable impact on the evolution of marketing strategies in the car industry, in which, due to the major investments and long product cycle, firms were desperately seeking tools and concepts to help them face uncertainty. The best contributions often came from managers who, during their professional lives, had introduced innovations and then successfully laid out their experience in articles or books. There was no shortage of academics and creative talent, such as Alfred Chandler, Theodore Levitt, and Robert Buzzell, who conceptualised management techniques or practices previously introduced and tested through the marketing function of carmakers. Consulting firms played a special role. Called upon to study situations and propose solutions, they achieved considerable success (more than academics) with the problems of car companies, in light of the actions taken by management and the results obtained by their proposals. Some of their best solutions became part of management’s repertoire and were included in MBA textbooks, often using cases drawn from the car industry, such as the “BCG’s growth-share matrix” and the GE/McKinsey matrix.

References

  1. Abernathy W, Wayne K (1974) Limits of the learning curve. Harvard Bus Rev 109–119 Google Scholar
  2. Andrews K (1951) The concept of corporate strategy. Irwin, HomewoodGoogle Scholar
  3. Ansoff I (1965) Corporate strategy. McGraw-HillGoogle Scholar
  4. Borden NH (1964) The concept of marketing mix. J Advert Res 4(1):7–12Google Scholar
  5. Borden NH (1965) The concept of the marketing mix. In: Schwartz G (ed) Science in marketing. Wiley, New York, pp 386–397Google Scholar
  6. Buzzell R, Gale B (1987) The PIMS principles. Profit impact of marketing strategy. The Free PressGoogle Scholar
  7. Chandler A Jr (1963) Strategy and structure. MIT Press, Cambridge, MA (reprinted by BeardBooks)Google Scholar
  8. Chandler A Jr (1990) Scale and scope. Harvard University Press, Cambridge, MAGoogle Scholar
  9. Coase R (1937) The nature of the firm. Economica N.S. 4:386–405 (reprinted in Stigler G, Boulding K (eds) Reading in price theory. Homewood, Irwin, 1952)Google Scholar
  10. Davenport TH (2013) Analytics 3.0. Harvard Bus RevGoogle Scholar
  11. Ghemawat P, Collins D, Pisano G, Rivkin J (1999) Strategy and the business landscape. Addison Wesley, Boston, MAGoogle Scholar
  12. Kiechel III W (1981) The decline of experience curve. FortuneGoogle Scholar
  13. Lafley A, Martin R (2013) Playing to win: how strategy really works. Harvard Business Review PressGoogle Scholar
  14. Levitt T (1960) Marketing myopia. Harvard Bus Rev 45–56Google Scholar
  15. McCarthy E (1981) Basic marketing: a managerial approach. IrwinGoogle Scholar
  16. McCarthy T (2007) Auto mania. Cars, consumers and the environment. Yale University PressGoogle Scholar
  17. McDonald D (2013) The firm. The story of McKinsey and its secret influence on American business. Simon & SchusterGoogle Scholar
  18. Penrose E (1959) The theory of the growth of the firm. Basil Blackwell, OxfordGoogle Scholar
  19. Porter M (1979) Experience curve. The Wall Street Journal, Oct 22 (quoted by Buzzell and Gale (1987))Google Scholar
  20. Schumpeter J (1942) Capitalism, socialism and democracy. Harper, New YorkGoogle Scholar
  21. Shell Chemical Company (1975) The directional policy matrix. A new aid to corporate planning. Shell International Chemical Co.Google Scholar
  22. Sloan A (1964) My years with general motors. Doubleday, Garden City, NY (revised 1991)Google Scholar
  23. Sundbo J (1998) The theory of innovation. Entrepreneurs, technology and strategy. Edward ElgarGoogle Scholar
  24. Tapscott D, Ticoll D, Lowly A (2000) Digital capital. Harnessing the power of business web. Harvard Business School PressGoogle Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Department of ManagementUniversity of TurinTurinItaly

Personalised recommendations