Dual‐perspective SWOT: a synthesis of marketing intelligence and planning

Milorad M. Novicevic, Michael Harvey, Chad W. Autry, Edward U. Bond
2004 Marketing Intelligence & Planning  
This paper proposes a cognitive approach of integrating marketing and intelligence views into a new "dual-perspective" SWOT framework. The new dimensions of SWOT are proposed to address the logical inconsistenciesJD.c£.d bv marketinl! manal!ers svntll£sfzinp SWOT components. By represiii consultants can capture th/"i;aria' .... . strategic sityation /¥9HI S ~ new avenue ofmarketing research. Chaparral Steel has created a series of innovations in steel processing and generated solid business
more » ... ormance in an extremely challenging industry. The Chaparral approach is illustrated by its development of the world's first horizontal caster for steel. In the 1980s, everyone knew that it was impossible for a mini-mill that produced steel from scrap to make higher-quality steel products like those of the large integrated steel producers. Everyone, that is, except the people at Chaparral. Drawing on ideas from other industries, Chaparral did what others thought was impossible, and was able grow not merely by selling more of the same products, but by branching out into product lines that yielded bigger margins. Following traditional SWOT analysis might have directed management's attention toward capitalizing on Chaparral's strength -milking ever-greater efficiency out of existing machinery -and missed an opportunity to change the competitive game. Instead of taking a traditional planning approach that would give primary attention to matching internal factors (strengths and weaknesses) to the external environment (opportunities and threats), Chaparral's management made decisions that were driven by the vision of a desirable future for the firm.
doi:10.1108/02634500410516931 fatcat:d7bmjsaiorcgbg7azocdg72ghq