Gurus On Marketing
Gurus On Marketing
Gurus On Marketing
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Katherine Harrigan, a professor at Harvard Business School and a<br />
strategy guru, believes that ‘dogs’ can hold value in the market place.<br />
In her book ‘Managing Maturing Business’ (1988), she presents ‘endgame<br />
strategies’ in this situation. The two dimensions used for her<br />
matrix are industry structure and competitive strength.<br />
LEADERSHIP<br />
When there are competitive strengths in attractive niches and a<br />
favourable industry structure and market conditions, then investment<br />
should be undertaken to acquire a leadership position in the market<br />
place.<br />
NICHE<br />
Where the business has a relative competitive strength in attractive<br />
niches and there is a favourable industry structure and demand conditions,<br />
then the business should pull out of the broad market and focus<br />
on niches.<br />
QUICK SALE<br />
Where there are no competitive strengths in attractive niches and<br />
there is an unfavourable industry structure and demand conditions,<br />
the business should seek a quick sale to capitalise on existing value.<br />
HARVEST<br />
Harvesting assumes that value can be returned to a business by continuing<br />
to run it to extract as much cash as possible.<br />
In declining industries, according to Harrigan, the companies can either<br />
fight by choosing to assume leadership or niche position or flee by<br />
adopting a quick sale or harvesting strategies.<br />
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GURUS ON MARKETING
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