期刊名称：International Journal of Economic Practices and Theories
印刷版ISSN：2247-7225
出版年度：2014
卷号：4
期号：5
页码：903-909
语种：English
出版社：International Journal of Economic Practices and Theories
摘要：This article stresses the pivotal role of the theory of the business in the strategic decision network that daily entrepreneurs and managers require for their business to survive and grow in the marketplace. A valid theory of the business is useful in the definition, choice and amendment of the vision, mission, strategy, objective and business model adopted. The theory of the business also orients the tactical decisions to be implemented. Because the lifespan of a theory of the business varies greatly, revisiting the theory is necessary in the life cycle of any organization. A conceptual framework is offered to help managers and entrepreneurs align their strategic and tactical choices. The approach used in this article is interpretive, and the tone retrospective, with select examples that have marked the history of the media industry.
关键词：Marketing;Business development, Theory of the business, Media industry, Strategic Market Management Framework, interpretive research;M13, L21, L2
