External Considerations

Mather Digital Marketing - Learn about Marketing Online - External Considerations

External considerations

The business environment of the firm may also determine the desirability of an internal function. In constantly changing situations associated, for example, with operating in areas of rapidly advancing technology; with serving markets where product life-cycles tend to be short; with periods of rapid growth or diversification, or with increasingly competitive markets, it is often too costly to rely completely on external services. Here the need is for careful monitoring on ,a continuous basis, and this is more economically carried out within the firm, with help sought from outside as occasion demands.

There is one other situation in which research is best contracted out. This is where the management is not wholly confident in internal professional services and will consequently be guarded in the acceptance, let alone adoption of recommendations from such sources. Reassurance in these situations can be provided only by obtaining supporting advice from outside.

Next Marketing