The Five Creatures Lesson: How Students Learn to Relate Animals to Industry

Abstract

Greyser (1997) noted that marketing has “migrated” from being treated as a functional discipline towards being regarded as a concept that informs how organizations should operate. Today’s marketing students must be prepared for creating value in especially dynamic and hypercompetitive times defined by unrelenting innovations, rivalries driven by ideas and agility, co-creation paradigms, consolidation of industries, and much more. Essentially, these marketing students must show that grasp the basic theories of our discipline and demonstrate firm understanding of what competition and strategy really mean for the entire organization. Although marketing is concerned particularly with activities that yield profitable exchanges between companies and customers, these activities are best understood within the context of competition.