Second Part – The Disillusionment

Klaus Backhaus ()
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Klaus Backhaus: Universität Münster Marketing Centrum Münster

A chapter in Hurdle Race Marketing, 2013, pp 35-57 from Springer

Abstract: Abstract Mark Etting wanted as quickly as possible to take advantage of the current favourable situation and the new mood of invigoration to set the pending processes of change in motion. „The soup must be eaten while still hot”, he thought, knowing full well that the original saying actually goes somewhat differently. As early as the week following he therefore circulated an e-mail among all members of the management asking them to fulfil his first two wishes. Everything went smoothly.

Keywords: Global Market; Market Orientation; Leadership Position; Market Leader; Technological Leadership (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-02444-4_2

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DOI: 10.1007/978-3-658-02444-4_2

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