Marketing Papers

Document Type

Journal Article

Date of this Version

1987

Publication Source

MIT Sloan Management Review

Volume

28

Issue

3

Start Page

5

Last Page

15

Abstract

When developing strategy, a manager considers how various tactics will affect short-term performance and broad strategic direction. The skilled manager keeps those factors in mind and, simultaneously, gauges what the competition is up to. The authors describe a mapping technique that will help managers to do just that. Not only does the technique provide an accessible measure of relative competitive standing, but it also allows managers to simulate tactical changes and analyze their probably impact on business performance.

Copyright/Permission Statement

Originally published in MIT Sloan Management Review © 1987 MIT Press.

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Date Posted: 15 June 2018

This document has been peer reviewed.