Exploring Markets: A Very Brief Introduction
Stefan Kühl
Sold by GreatBookPrices, Columbia, MD, U.S.A.
AbeBooks Seller since April 6, 2009
Used - Soft cover
Condition: Used - As new
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Add to basketSold by GreatBookPrices, Columbia, MD, U.S.A.
AbeBooks Seller since April 6, 2009
Condition: Used - As new
Quantity: Over 20 available
Add to basketUnread book in perfect condition.
Seller Inventory # 30020204
Organizations construct their environments themselves. From the bewildering, chaotic array of impressions, they take those bits of information that enable them to produce such a view of the environment – one that makes it possible for them to operate in the environment with relative confidence. Thus, contrary to what traditional market research suggests, organizations do not respond objectively to existing environmental conditions, but invent, construct and create their realities themselves. The goal of exploring the environment – or, more specifically, exploring markets – is to influence this construction process through re-framing, de-generalization and hypothesis formation and thus to allow organizations to discover unusual things.
Series: Management Compact (Book 2)
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