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Metaphor at Work

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Research traditions in marketing

Part of the book series: International Series in Quantitative Marketing ((ISQM,volume 5))

Abstract

In their work on corporate tragedies, Mitroff and Kilmann [1984] repeatedly stressed that an institution’s most fundamental need is to know what assumptions it is making about itself and the outside world. “As a result” they argued, “there is nothing more important that it can do than to periodically raise to the surface for explicit examination and challenge its key operating assumptions” (p. 116). For them, this is the essence of strategic thinking.

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Authors and Affiliations

  1. Department of Marketing, The Pennsylvania State University, 701 Business Administration Building, University Park, PA, 16802, USA

    Christophe Van den Bulte

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  1. Christophe Van den Bulte
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Editors and Affiliations

  1. Groupe HEC, France

    Gilles Laurent

  2. Pennsylvania State University, USA

    Gary L. Lilien

  3. University of Paris Dauphine and ESSEC, France

    Bernard Pras

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© 1994 Springer Science+Business Media New York

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Van den Bulte, C. (1994). Metaphor at Work. In: Laurent, G., Lilien, G.L., Pras, B. (eds) Research traditions in marketing. International Series in Quantitative Marketing, vol 5. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-1402-8_13

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  • DOI: https://doi.org/10.1007/978-94-011-1402-8_13

  • Publisher Name: Springer, Dordrecht

  • Print ISBN: 978-94-010-4615-2

  • Online ISBN: 978-94-011-1402-8

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