In the Age of Agile, Is There Room for Strategic Marketing Planning?

 

Can strategic marketing planning, a long-established cornerstone of marketing theory and practice, coexist with the demands of today's agile, rapidly changing business environment? How can companies reconcile the need for disciplined, long-term planning with the necessity for innovation and flexibility in the face of market volatility? Join us in a presentation of recent research suggesting that marketing planning should not be abandoned but rather evolved, integrating dynamic capabilities to transform continuously in response to market changes.

Strategic marketing planning is essential for achieving a positional advantage. It sets a long-term direction and develops resources to maintain superiority over competitors. However, the rigidity of traditional planning methods has been a point of contention, where too much formality can impede adaptability and response to market dynamics.

Professor Vasilis Theoharakis will introduce the concept of dynamic strategic marketing planning that integrates traditional marketing planning capabilities with the agility to reconfigure processes and resources rapidly. He will explain how dynamic strategic marketing planning enhances organizational performance by preventing the development of rigidities traditionally associated with marketing planning. By embracing a paradoxical approach that combines planning with flexibility and spontaneity, dynamic strategic marketing planning allows firms to preempt market trends and react swiftly to emerging opportunities.

He will further discuss with the audience the importance of senior management's role in the process of ensuring that strategic objectives are clearly communicated and effectively monitored for achieving revenue growth and value creation.

For those who cannot join us at Alba premises , livestream will be available