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| Overview |
We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today's crises have precipitated a need for businesses to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant threat of chaos. Complete with metrics and measurements, Chaotics outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders. In this climate of increased turbulence, no organization can survive with less. |
| About the authors |
Philip Kotler is one of the world's foremost experts on the strategic practice of marketing, voted the first Leader in Marketing Thought by the American Marketing Association. He is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, and the author of many influential books, including Marketing Management. John A. Caslione is a highly sought after expert who has executed global business development strategies in 87 countries on six continents. He is the founder, President, and CEO of the global mergers and acquisitions advisor GCS Business Capital LLC. |
| Table of contents |
CONTENTS
Preface VII Introduction 1
1 THE WORLD HAS ENTERED A NEW ECONOMIC STAGE: FROM NORMALITY TO TURBULENCE 5 What Is Market Turbulence? 12 Factors that Can Cause Chaos 18 Conclusion 41
2 MANAGEMENT’S WRONG RESPONSES TO TURBULENCE NOW BECOME DANGEROUS 45 Resource Allocation Decisions that Undermine Core Strategy and Culture 51 Across-the-Board Spending Cuts versus Focused and Measured Actions 53 Quick Fixes to Preserve Cash Flow, Putting Key Stakeholders at Risk 56 Reducing Marketing, Brand, and New Product Development Expenses 57 Declining Sales and Price Discounting 60 Decoupling from Customers by Reducing Sales-Related Expenses 62 Cutting Back on Training and Development Expenses in Economic Crises 63 Undervaluing Suppliers and Distributors 64 Conclusion 69
3 THE CHAOTICS MODEL: MANAGING VULNERABILITY AND OPPORTUNITY 71 Constructing an Early-Warning System (EWS) 81 Construction of Key Scenarios 89 Scenario and Strategy Selection 98 Conclusion 102
4 DESIGNING MANAGEMENT SYSTEMS FOR RESILIENCE 103 The Chaotics Management System108 Finance and Information Technology 112 Manufacturing/Operations 122 Purchasing/Procurement 129 Human Resources 134 Conclusion 138
5 DESIGNING MARKETING SYSTEMS FOR RESILIENCE 141 Common Marketing Reactions to Crises 145 Strategic Marketing Responses to Crises 150 Operational Issues Facing the Marketing Department 157 Operational Issues Facing the Sales Department 162 Conclusion 166 6 THRIVING IN THE AGE OF TURBULENCE: ACHIEVING BUSINESS ENTERPRISE SUSTAINABILITY 169 Business Enterprise Sustainability 172 Conclusion 190
Notes 193 Index 205 |
