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Using Military Strategy to Teach Marketing Strategy: Preparing Students for the Global Economy
Abstract
Young Americans have a distinct knowledge deficit regarding history, culture, and geography (Hess, 2008; National Geographic, 2006) that is so severe that they “lack even the most basic skills for navigating the international economy” (National Geographic 2006, p. 7). This manuscript provides an outline for a marketing strategy course that is designed to address these deficits. By applying concepts from military strategy to marketing strategy – with a strong emphasis on historical and geographical literacy – students achieve a deeper understanding of marketing strategy and a more flexible use of strategic principles across a variety of contexts, time frames, and national boundaries.
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Research on study abroad programs (SAPs) has traditionally focused on logistics or the development of attitudes and skills. Less attention has been given to the subjective value of the participants' experience. This study focuses attention on that neglected topic. Drawing insights from an evolving genre of graffiti data and autodriving interviews, the study identifies dimensions of the study abroad experience that cause participants to describe it as life changing and the best experience of their lives. Key dimensions include program-directed and self-directed travel, magic moments, and the experience of communitas. The paper discusses the implications of its findings for SAP management.
This paper addresses the need for stronger links between university education and career development. It calls for a new model of a university that continues the liberal education tradition within a context that is more focused on the relevance of the content to career and life beyond college.
In the ancient text The Art of War, military strategist Sun Tzu suggests that to be successful in war you have to understanding the environment in which you will do battle. In this paper, the authors apply Sun Tzu's discussion of ground and terrain, the controllable environmental variables, to the study of marketing strategy. The authors demonstrate how Sun Tzu's ground and terrain can serve as parsimonious typologies of competitive market situations that are useful for the study of marketing theory and practice.
Marketing is merely a civilized form of warfare in which most battles are won with words, ideas, and disciplined thinking. (Albert W. Emery, xxxx)
Egregious abuses of power by businesses like Enron, Tyco, and WorldCom create hardship for thousands of people and undermine the public's trust in business and the marketplace. Societal complaints about business practice quickly turn into demands for Universities to develop business students who are aware of personal and corporate responsibility to a wide range of stakeholders. Some business schools respond to this expectation through service learning, a pedagogical approach that combines rigorous classroom content and theory with experiential application through civic engagement, mostly through service to community organizations. This article examines the responses of 133 marketing students to their service-learning experience, and concludes that service learning is a viable means of developing and improving student social awareness and civic engagement.
One of the findings contained in Van Fleet and Wren's (2005) report on the teaching of history in business schools indicated that the prevalence of this instruction at the doctoral and undergraduate levels has decreased since their survey in 1983. This dialogue promotes the inclusion of history and historical context in the management/business curriculum and discusses several benefits that may be derived from its study.
Assertions have been made that the “consumer oriented” marketing concept is not working;1 some have even suggested that the concept should be discarded.2 A major cause of the disenchantment is the belief that attention focused mainly on the needs of ultimate consumers shows a naive disregard for the element of competition. 5 Likewise, problems encountered in applying the product life cycle (PLC) concept give additional evidence that the forces of competition cannot be overlooked. For example, a strategy formulated solely on the basis of a PLC stage without regard to the intensity or positioning of competition is likely to prove fatal.4.
A liberal arts education is touted as a tradition that produces graduates who are humane, interdisciplinary, and have the ability to think critically. While many liberal arts colleges offer business in their degree offerings, it can be seen as antagonistic to a liberal arts education. Can the liberal arts and business education find mutuality? This paper argues that the consideration of this issue is timely due to the recent decline of liberal arts education in favor of technical degrees and the recent criticisms of business education as lagging behind other majors in learning outcomes. An integration framework is offered for business education within liberal arts.
This article provides a justification and an implementation plan for the establishment of a historical orientation across the undergraduate marketing curriculum. The justification for the historical perspective addresses three areas: tapping into the extensive body of knowledge in marketing history, practical implications, and critical thinking. The implementation plan involves recommendations drawing on two pedagogical approaches: (a) the degree to which topical marketing history can be infused into the marketing curriculum and (b) the development of a general historical perspective across marketing topics and courses (i.e., the role of marketing in history) by specifying historical contexts that are relevant to particular courses. General information on historical research methods in marketing is offered, and an example of a historical case analysis that illustrates a potential way to generate concrete practical outcomes from the historical context of marketing is included. Results of a survey of students show favorable responses to the discussion of the historical context of marketing in a senior-level marketing course.
This article discusses a business school professor's approach to teaching a University Seminar, the first course in the freshman year component of the liberal arts requirements at Seattle Pacific University. Drawing on Cardinal Newman's The Idea of a University (1873/1947), three theses shaped the design of the seminar. First, the seminar topic should be put in historical, social, and ethical perspective. Second, the Christian Scriptures should provide a set of control beliefs that can be used in moral and practical discernment about the social responsibilities of business. Third, the use of common texts can help in fostering broader social goals.
Nowadays, business managers are expected to be able to function effectively in a global context. In consequence, business schools in North America, Britain, and Australasia have been urged to internationalize their curricula. The Association to Advance Collegiate Schools of Business (AACSB) has been at the forefront of this imperative. To what extent undergraduate international business major programs in AACSB‐accredited business schools have responded is the subject of this research. The findings show that 71% of schools in the sample prescribed foreign language study for their students, while 10% prescribed courses in cross‐cultural communication and 36% required overseas experience.
The recent growth of interests in applying the Chinese art of warfare to complement the Western style of management process suggested that an integrated business model that combined the Western scientific management and ancient Chinese wisdom could be an effective tool for gaining strategic advantages, especially for companies that want to share the newly opened markets in mainland China. Among all, Sun Tzu’s The Art of War has been widely adopted and applied in various business areas. However, there are few presentations with strategic models. Moreover, works on his successor, Sun Pin, are limited particularly to the area of applying his art of warfare in gaining strategic advantages and transforming business crisis into opportunities. While various business and quality management models at national level have been established by various countries to emphasise their differences in economic development and culture, models of similar type that make use of the ancient Chinese wisdom are not available either in Hong Kong or in China. As China has become a member of the WTO, a national model that framed both the Chinese management philosophy and Western management wisdom would certainly help in driving local and international enterprises for business competitiveness. This paper is therefore a first attempt to investigate the applicability of Sun Pin’s The Art of Warfare for business management strategies by amalgamating the Western wisdom and the Chinese art of warfare.
Many academicians believe that collegiate liberal arts education and business education are antithetical. Furthermore, the decline in the numbers of traditional college students has exacerbated the perceived conflict. This article explores the alternate proposition that liberal arts institutions are uniquely qualified to meet the growing global demand for international business education.
Specifically, a process is proposed by which U.S. liberal arts institutions can develop international business programs employing primarily existing resources. By doing so, they would be able to compete more effectively for the growing global market of students seeking international business programs.
As an instrument of national strategy, the United States Army has served the American people well for more than two centuries. Its fundamental mission has always been to fight and win America's Wars. As we have moved from the bi-polar nature of world dynamics to that of the new global neighborhood, the American Army has seen an increase in missions related to peacekeeping, disaster relief, and humanitarian actions. From a geography perspective, the Army must operate in numerous countries simultaneously. To succeed, the Army must go beyond physical accomplishments: it must interact and communicate with nations at a level of shared understanding and enthusiasm of each others culture. The American soldier must understand the cultural nature of geography as well as the physical. The hypothesis of this paper is: There is an urgent need for the men and women of the Unites States Army to have a firm conviction that people of other cultures have beliefs, value systems, and customs that result in behaviors and perceptions that may be vastly different than ours. . .and that those differences are legitimate. Beginning with mistakes made during the Vietnam war, the authors give examples, current as well as past, of cultural illiteracy on the part of the military. The role of the Army in the new world order is then addressed with emphasis on the types of missions to be expected in the 21st Century. The authors point out that significant efforts to grasp customs of foreign countries to which Army units are deployed have been made during recent years; however, much remains to be accomplished. The solution to a lack of cultural awareness is given in the form of improvements to the Army military education system. An overview of the current training environment, with its strengths and weaknesses, is provided as a precursor to recommendations for future training. A multitiered education system is proposed in which cultural awareness education is provided at all levels of authority, from the basic training recruit to senior officers. Given that programs of instruction are already full, it will take a combination of command emphasis and innovation to accomplish the goal of inculcating cultural awareness in the American Army. The paper concludes with the position that the only way the Army can accomplish its changed global missions is by first winning its own war against cultural illiteracy.
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