Critical analysis and synthesis of the relationship between strategic management Marketing strategy and marketing innovation

Abstract

The objectives of this academic article are to 1) review literature related to strategic management concepts. Marketing strategy concepts and marketing innovation concepts. 2) Comparatively analyze the strengths, weaknesses, and similarities or differences between the concepts. 3) Synthesize the cause-and-effect relationships between the three concepts. To present a new framework that integrates all three concepts, bringing together concepts, critical analysis and synthesis of the relationship between strategic management. Marketing strategy and marketing innovation, 3 concepts, which are 1) strategic management concept, 2) 2. marketing strategy concept, and 3) 3. marketing innovation concept as follows: Strategic management affects marketing strategy by setting the direction and goals of organization This directly affects the formulation of marketing strategies. Analysis of the strategic management environment provides important information for marketing planning. It shows that marketing strategies are very important in creating new innovations in marketing. The marketing strategy determines the direction and scope of marketing innovation. And the need to create a competitive advantage in marketing strategies drives marketing innovation. Successful marketing innovations may lead to changes in marketing strategies. And the results of marketing innovation may affect the review and improvement of the organization's strategic management. All three concepts have a combined impact on an organization's competitiveness and performance. Effective integration of these three concepts increases the flexibility and adaptability of an organization. Therefore, strategic management plays an important role in the innovation and development of an organization in marketing.