A new approach to developing turnaround marketing strategies

Micro-marketing and macro-marketing problems are often treated as “ordinary” problems that are deterministic and having a closed-solution from a bounded set of solution alternatives. However, quite a few marketing problems are “extraordinary” and “wicked” since they tend to arise from non-deterministic, socially complex and economically turbulent environments. We argue here that many marketing problems a) are “wicked”, b) to begin with, one can merely tame (rather than totally resolve) them using distributive and corrective justice principles, and c) over time with each successive resolutions, organizations can learn paths toward more complete resolutions. We discuss marketing and strategic implications of this novel approach to “wicked” marketing problems