TY - JOUR
AU - Day, George S.
AB - Continuous Learning About Markets George S. Day hy do firms lose touch with their markets? Why are they surprised by shifts in customer requirements. slow to react to emerging W competitors. and unprepared to use innovative channel arrange­ ments? Without an effective ability to anticipate. they continually miss opportunities and never seem able to do more than catch-up. Even their reactions are liable to be slow and ill-advised. or counter-productive because of flawed assumptions. misinformation. or internal disagreements. By contrast. market-driven firms stand out in their ability to continuously sense and act on events and trends in their markets. I They are also better equipped to anticipate how their markets will respond to actions designed to retain or attract customers, improve channel relations, or thwart competi­ tors. In these well-educated firms, everyone from first-line sales and service people to the CEO is sensitized to identify and seize market opportunities as they arise. As the half-life of usable market knowledge shrinks in the face of com­ pressed life cycles, fragmenting markets, and proliferating media and distri­ bution channels. it is becoming much harder to stay well-educated. Recent developments in information technology can deliver more timely and detailed data, but the 
TI - Continuous Learning about Markets
JF - California Management Review
DO - 10.2307/41165764
DA - 1994-07-01
UR - https://www.deepdyve.com/lp/sage/continuous-learning-about-markets-C0ZWlWt7jM
SP - 9
EP - 31
VL - 36
IS - 4
DP - DeepDyve
ER -