tailieunhanh - Qualitative Research in Intelligence and Marketing: The New Strategic Convergence phần 2

họ có xu hướng quyến rũ hướng sự chú ý của chúng tôi trong hướng đi riêng của của họ. Thứ hai, một mô hình cụ thể có thể bóp méo tầm nhìn của chúng tôi theo những cách phản tác dụng, thậm chí mặc dù chúng ta không biết rằng điều này đang xảy ra. Thêm vào đó, | Competitive Intelligence as Qualitative Alternative 13 they tend to seductively direct our attention in their own direction. Second a specific model may distort our vision in counterproductive ways even though we are not aware that this is happening. By the same token although the warfare model is useful in many contexts it simultaneously has the ability to distort reality because it concentrates on only one set of considerations conflicts between enemies. In addition to simplifying reality warfare analogies can degenerate into being simplistic if they narrow our focus in counterproductive ways. The military analogy is very seductive and it often serves as a very useful and legitimate tool since rival organizations do fight with one another. Also as we all know there are winners and losers in these battles over the marketplace. Organizational leaders furthermore actually do deploy strategies and tactics in ways that are suggestive of a military campaign. Many organizational leaders likewise consciously model themselves after military commanders as a result their behavior and thought are largely inspired by military prototypes. All of these tendencies point to the usefulness of military comparisons. From another perspective however the military model draws attention away from the true purpose of organizations. As every marketer knows the purpose of any organization is to serve its clients and of course this truth is best expressed by the marketing concept that strongly affirms that the only reason for any organization to exist is to satisfy the client s perceived needs and wants in the most efficient and or appropriate way. The marketing concept does not concentrate upon competition between enemies instead it looks at the organization in terms of the degree to which it provides a sought-after good or service to its clients. This perspective while not totally canceling out the value of a military analogy channels our attention in other directions. Thus according to .