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Solving many of the challenges faced by firms today requires an understanding of the firm and its environment as self-balancing systems

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The Big Picture framework will challenge the traditional Kotler school of marketing management and become the dominant approach to marketing. We use it now as our standard framework across all of our various marketing teams at Ethicon Endo-Surgery, and across our other Medical Device Divisions.

—Director of Marketing Mastery, Ethicon-Endo Surgery Inc.

Framework > Business Objective

The days of marketing by simply identifying customer needs and attempting to fill them are over. Today’s successful marketers recognize that it is possible to shape consumer needs and therefore shape the market, driving demand in such a way that the firm is better able to meet these needs. Instead of being a static, one-sided equation, it is a two-sided equation with the firm’s competencies on one side and its ability to develop demand for benefits that can be generated from those competencies on the other. This is the key to sustainable competitive advantage.

The point of departure for sound strategic analysis is an understanding of the core competence of the company. A realistic understanding of the core competence serves as the foundation on which to build achievable strategy.