Marketing Management

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.

Hamel, Gary, & Prahalad, C. K. (1991). Corporate imagination and expeditionary marketing. Harvard Business Review, 69(4), 8192.

The relevance of this article to marketing management in the contemporary period is evidenced by the dynamism of the global market place. Hamel and Prahalad (1991, pp. 8192) contend that the global market place has changed in a fundamental way from its character in the 1980s. The essential battlegrounds of 1980s market place, according to Hamel and Prahalad (1991, p. 81), were existing, welldefined markets. The essential battlegrounds of the 1990s market place, according to Hamel and Prahalad (1991, p. 81) will be fundamentally new markets. Successful compa

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Approximate Word count = 784
Approximate Pages = 3 (250 words per page)

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