Summary
This chapter introduces strategic management both as a business practice and as an area of research. Strategic management is characterized as a business orientation with a top-down approach to addressing markets, as opposed to the bottom-up approach proposed by traditional marketing orientations. Three schools of thought are distinguished in research on strategic management: the design school, the planning school, and the shared experiences school. None of them has made much use of psychological concepts, but it is attempted to show that each of them could profit considerably by making use of psychological theories and methods.
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Grunert, K.G. (1994). Psychological Aspects of Strategic Management. In: Brandstätter, H., Güth, W. (eds) Essays on Economic Psychology. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-48621-0_6
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DOI: https://doi.org/10.1007/978-3-642-48621-0_6
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