SURVIVING IN CHAOTIC MODERN MARKETS: STRATEGIC CONSIDERATIONS IN TURBULENT TIMES

Although the chaos theory has not been well publicized in American business literature, conditions that are creating chaotic shock waves are very real in both global and national markets. Marketing executives have to face these adversities and must learn to manage them. This will call for the creation of a counterchaos culture in the organization and development of a counterchaos marketing strategy that is proactive. Such a strategy goes beyond just survival. It transforms the conditions that are creating chaos into new market opportunities. Because conditions or occurrences that are creating chaotic shock waves in the marketplace are becoming more and more commonplace, it is extremely critical that firms develop a counterchaos strategy for survival and profit. This paper presents the conditions necessary to develop such a strategy. It also provides a research agenda that is needed for all firms.