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Marketing Management

PREDATORS AND PREY: A NEW ECOLOGY OF COMPETITIONA CRITIQUE

This research critiques the article identified below this paragraph. The critique considers the relevance of the article to marketing management, the logic and completeness of the author's argument, the reviewer's perception of the weaknesses and strengths of the article, and the reviewer's disagreement or agreement with the key points stated in the article.

Moore, James F. (1993). Predators and prey: A new ecology of competition. Harvard Business Review, 71(3), 7586.

The relevance of this article to marketing management in the contemporary period is evidenced by the changing character of competition in both domestic and global markets. In this context, John Sheridan (1989, pp. 1523) argued that contemporary and future business organizations must develop a system that facilitates the continual evolution of organizational structure, to assure that the structure in place provides optimal support for the organization's current marketing strategy. James Moore (1993, pp. 7586) extended this concept through the development of the idea of an ecology of competition, in which successful organizations will develop and implement marketing strategies through ecosystems consisting of a network of firms, as opposed to the single organization sallying forth into the maws of the competitive environment. Sheridan (1989, pp. 1523) postulated that the advent of a system that provides for a continual evolution of organizational structure that supports the enterprise's current marketing strategy will lead to greater organizational stability and improved productivity, in spite of the fact that structure will be somewhat ephemeral in character. Moore (1993, pp. 7586) contends that the principal competition of the future will between ecosystems, rather than between organizations. Thus, an organization's success will depend much more on

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Marketing Management. (1969, December 31). In LotsofEssays.com. Retrieved 07:15, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1684261.html