Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/11971
Title: An eassay on the realm of performance control in marketing strategy
Authors: Kanagal, Nagasimha Balakrishna 
Keywords: Performance control;Legitimacy equity;Legitimacy risk;Integration;risk;Goodwill
Issue Date: 2017
Publisher: Academic and Business Research Institute
Abstract: The realm of performance control includes (i) decision control of strategy or directing; planning and control of strategy; performance control of strategy - strategic control and tactical control to correct strategy through a process of feedback and counter trouble if any; and dynamic adjustments to competition and market (ii) performance control of structure and associated integration and linkages issues (iii) performance control of conduct - measures to reinforce successes; measures to overcome failures by a process of learning, implementation changes; and measures to counter ruin. Useful performance control is possible through an understanding, identification and management of uncertainty, risk and goodwill. The usage of metrics to establish standards of expected performance and obtain measures of actual performance enabling control is also an important consideration in the process of performance control in marketing management and strategy.
URI: https://repository.iimb.ac.in/handle/2074/11971
ISSN: 1941-3408
2327-5340
Appears in Collections:2010-2019

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