Video recording of day 3, tape 2, of Strategic Management 301, a four-day course about the fundamental concepts of service sector management, taught by Jack Shaw. Shaw discusses operational focus, explaining that while most companies begin with a service or product and then find a market, it is imperative to shift focus to the customers. He goes on to discuss the importance of prototyping during market research, and how human resource strategy is connected to marketing strategy. Shaw then describes the business plan assignment, and breaks it into three chapters: Strategic Assessment (which should focus on conclusions), Strategic Direction, and Implementation (putting strategy into action). Following a lunch break Shaw reconvenes with the class, and the teams describe their businesses for the business plan assignment.
Marketing Innovation Merrill Lynch & Co. (1973- ) Marketing research Business planning Strategy Strategic planning Teaching Graduate students Classrooms Classroom environment Lectures and lecturing Case studies Shaw, John C Peter F. Drucker Graduate Management Center
Place
Claremont (Calif.)
Source
Original VHS: Drucker Archives; MGT 301: Strategic Management of the Service Enterprise by Jack Shaw, Day 3, Tape 2, August 19, 1998
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