Summary of Articles on Strategic Management
There exists an array of research and reference materials, such as journal articles, books, magazines and newspaper articles, among other publications relating to various concepts of strategic management. In turn, one of such journal write-ups is the Strategic Management Journal that was developed and inaugurated in the fall of 1980 (Sendil et al. 165). Additionally, Sendil et al. assert that the mentioned journal also occurs in the form of different volumes and issues produced and distributed yearly, and its acronym is (SMJ) (206). Besides, other headings and inscriptions connected to the SMJ include either the Global Strategy Journal or the Strategic Entrepreneurship Journal (Sendil et al. 165). Hence, this essay brings out a summary of the Strategic Management Journal, as well as a newspaper article in New York Times, relating to an event that would possibly affect the strategy of a company.
The SMJ tends to possess the most dominating universal influence globally in terms of the provision of quality and captivating materials on information attributed to studies, analysis, and probes in strategic management (Sendil et al. 450). The said details and particulars tend to be supported and endorsed through follow up questions, proof-based researches, and ultimately, deductions and inferences pertinent to the field of strategic management. Nevertheless, the most notable and particular paramount role of the SMJ is to print and publicize essays, monographs, term papers, reviews, and dissertations that either supplement and evaluate or examine postulations, strategies, previous studies or any other intriguing cases linked to the said domain.
As such, some of the works encompassed in the SMJ include the dynamics of the progression and advancement of the strategic designs and organizational operations, uncertainties involved in the research of strategic management, and handling situations generated from changes in company strategies (Sendil et al. 252). In addition, the Strategic Management Journal also includes articles on techniques used to plan organizational strategies in chaotic and anarchic surroundings, unpredictable and inconsistent managerial decisions on strategic management and the different frameworks, designs and patterns used in making conclusive strategic decisions among others. All the mentioned works and articles revolve around key notions and ideas involved in the broad field of strategic management. Sendil et al. (697) claim that these concepts contain the meaning and attributes of strategy, strategically planned leadership, policies governing different businesses, strategy models, such as the five forces of Porter, organizational moral codes, formulation, evaluation and implementation of strategies and processes involved in strategic management among others. Therefore, investigations, articles, and other works represented in the SMJ provide the readers with the analysis of different fundamental and innovative approaches in the strategic management field.
On the other hand, the New York Time’s story on Coca-Cola’s new strategy, documented on January 19th 2016 by a reporter named Jay Moye, satisfies the question on a newspaper article relating to an event which would affect a company’s strategy. The reason is that, Coca-Cola’s recently developed worldwide marketing master plan labelled as the ‘One Brand’ Strategy would undoubtedly affect the company’s overall action plan (Moye par1). Indeed, this event would mark a remarkable and noteworthy shift and adjustment in Coca-Cola’s initial strategy of promoting and advertising their assorted products not only regionally but also globally. Through “Taste the Feeling”, apart from unifying all the corporation’s logos and brand names from the entire world, the said new strategy would also reinstate, emphasize, and accentuate Coca-Cola’s previous advertisements on their product’s abilities to satisfy a wide variety of consumer needs.
As such, Moye posits that these needs tend to be those revolving around people’s ways of life, assorted tastes and their various selection of food, such as those containing or lacking either joules or stimulants; thus, even sorting individuals with various conditions including diabetes and those in rehabilitations (par 2). The main brands brought out in Coca-Cola’s new marketing strategy are the Coca-Cola Zero, Life, Diet and Light. Therefore, such a variety is again strengthening the already existing information that anyone could use their products (Moye par2). Hence, through the use of enhanced aspects, such as incorporating small intimate sessions of storytelling, emotions and shared moments, as well as improved music within the commercial in their new marketing strategy, Coca-Cola would be reinventing their previous advertising technique of “Open Happiness”, which is not only popular but also award-winning (Moye par4).
Going by the summary of the Strategic Management Journal, it would be correct to deduce that the publication not only serves the purpose of enlightening scholars pursing the strategic management insight but also strives to provide quality information on the said field. This is shown through the detailed research depicted in the works and dissertations among others embodies in the Strategic Management Journal. Besides, the massive number of people who cite the SMJ also mirrors the credibility and popularity of the journal. On the other hand, following the Coca-Cola’s article in the New York Times, indeed, it would be right to make a deduction that the new marketing technique employed would undoubtedly affect the company’s existing strategy of advertising as clearly shown in the essay. However, the kind of effects resulting from the manifestation of the said event, overseeing the inauguration of Coca-Cola’s ‘One Brand’ strategy, are entirely positive since the shift would lead to improved awareness and sales.
Works Cited
Moye, Jay. “‘One Brand’ Strategy, New Global Campaign Unite Coca-Cola Trademark.” Coca-Cola, 19 Jan. 2016, www.coca-colacompany.com/stories/taste-the-feeling-launch. Accessed 2 Mar. 2017.
Sendil E, Alfonso G, Constance H, Wiley online library, Strategic Management Journal, retrieved from: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1097-0266. (Vol 28, 243-270), (Vol 33, 162-188), (Vol 20, 167-194), (Vol 24, 491-517), (Vol 32, 683- 704), (Vol 34, 197-214)
