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Rethinking Marketing: Sustainable Marketing Enterprise in Asia, Second Edition by Philip Kotler

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4. Balance Your Scorecard

In the preceding chapter several developments that have occurred within the business environment were analysed using the 4C Diamond. This analysis produces a picture of the changes that will form the basis for designing a company’s Architecture, the organization’s design that will function as a general guideline for the organization in achieving the company’s vision and goals. Once designed, your company’s Architecture should be marketed to the right targets. You should identify, acquire and keep the right customer, the right people and the right shareholders. To acquire and keep the right customers in the commercial market, the right people in the competency market, and the right shareholders in the capital market, ...

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