This paper examines elements of the strategic planning process and, in particular, the influence of environmental uncertainty on marketing managers’ perceptions and behavior. A model of the marketing management team’s influence on the strategic direction of the firm at the product-market level is advanced, providing an integrative perspective of environmental uncertainty and strategic choice. Implications for future research are discussed.
CITATION STYLE
Beckett, S. (2015). Managerial Perceptions: The Role of Environmental Uncertainty in the Strategic Planning Process. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 523–527). Springer Nature. https://doi.org/10.1007/978-3-319-13159-7_114
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