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M. Christopher, M. McDonald (1995)
The Marketing Audit
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 0268-9235
- DOI
- 10.1108/02689230010340552
- Publisher site
- See Article on Publisher Site
Abstract
Organisations operate within a three-tiered environment - internal, micro and macro. The environment is a powerjul force acting upon the effectiveness of strategic decision making. Failure to take cognisance of the influence of the three-tiered environment can have disastrous consequences. The cross-impact matrix and the TOWS matrix are two strategic decision-making aids that improve effective decision making. When used in conjunction with creative problem solving methods they can provide the basis of a powerful management tool.
Journal
Journal of Management in Medicine – Emerald Publishing
Published: Mar 1, 2000
Keywords: SWOT analysis