Generating Growth — The Risks

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 9 in Marketing Through Turbulent Times, 2010, pp 109-127 from Palgrave Macmillan

Abstract: Abstract So far, I have outlined strategies for growth. I will now focus on some of the risks associated with growth strategies: (1) pushing the organization into unchartered territories, (2) sluggish (or nonexistent) consumer adoption; (3) developing accurate forecasts for a market that doesn’t exist; (4) losing sight of what business you are in; and (5) ethical concerns associated with creating new needs and wants and encouraging consumption.

Keywords: Global Position System; Credit Card; Early Adopter; Compact Disc; Generate Growth (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25118-2_9

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DOI: 10.1057/9780230251182_9

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