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Key Decision Areas: Objectives, Strategy Options and the Role of Shopping Missions

In: Retailing Management

Author

Listed:
  • David Walters

    (European Business School)

Abstract

In this chapter we consider the interrelationships between corporate objectives, corporate strategy options and customer shopping missions. A company considering a change in its strategic direction usually does so because it is dissatisfied with the growth potential offered by its current activities. However, the expansion of the 1980s and the contraction of the early 1990s suggests that a thorough evaluation of alternatives prior to implementing them may prevent subsequent poor performances.

Suggested Citation

  • David Walters, 1994. "Key Decision Areas: Objectives, Strategy Options and the Role of Shopping Missions," Palgrave Macmillan Books, in: Retailing Management, chapter 14, pages 249-270, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-23488-2_14
    DOI: 10.1007/978-1-349-23488-2_14
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