of the species that survive, nor the most intelligent,

but the one most responsive to change.” That axiom

can certainly be applied to the marketing world, in

which response to change has always been a critical

success factor. Dimensions such as the magnitude and

speed of change only heighten the negative impact of

unresponsiveness or a poorly conceived response. What

can companies (again, either foreign or domestic) do

to better leverage the strategic marketing necessity

of “informed response to change” in an increasingly

dynamic world?

One basic step is to systematically manage the way

decision-making information is obtained and utilized. All

companies have mechanisms in place to monitor finance-

related activities. But many are lacking a well-coordinated

approach to keeping abreast of broader-based market

information that is also critical for decision-making.

Having a robust system in place is especially useful in

situations where time is of the essence.

The elements of a well-coordinated approach are simple:

First, list relevant facts and figures needed for decision-

making.