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Strategic Responses to Environmental Turbulence

Strategic Responses to Environmental Turbulence To succeed in an industry an organization must select a mode ofstrategic behaviour which matches the levels of environmentalturbulence, and develop a resource capability which complements thechosen mode. Investigates UK building societies and identifies threedistinct modes of strategic behaviour. One group of societies arereactive and driven by their environment. A second group are preemptiveand seek to anticipate future events and prepare for them while thethird group exhibit the most aggressive stance not only do they seek toidentify future scenarios, they actually work to bring these about. Thegroups are compared across a range of marketing and strategy variablesto establish the extent to which these approaches are supportive of theselected mode of behaviour. Clear differences are apparent between thereactive and proactive groups although, surprisingly, few differences ofsubstance are evident between the two proactive groups. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Strategic Responses to Environmental Turbulence

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329210015327
Publisher site
See Article on Publisher Site

Abstract

To succeed in an industry an organization must select a mode ofstrategic behaviour which matches the levels of environmentalturbulence, and develop a resource capability which complements thechosen mode. Investigates UK building societies and identifies threedistinct modes of strategic behaviour. One group of societies arereactive and driven by their environment. A second group are preemptiveand seek to anticipate future events and prepare for them while thethird group exhibit the most aggressive stance not only do they seek toidentify future scenarios, they actually work to bring these about. Thegroups are compared across a range of marketing and strategy variablesto establish the extent to which these approaches are supportive of theselected mode of behaviour. Clear differences are apparent between thereactive and proactive groups although, surprisingly, few differences ofsubstance are evident between the two proactive groups.

Journal

International Journal of Bank Marketing – Emerald Publishing

Published: Mar 1, 1992

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