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Related Experiment Videos

Turbo marketing through time compression.

P Kotler1, P J Stonich

  • 1J.L. Kellogg Graduate School of Management, Northwestern University.

The Journal of Business Strategy
|August 7, 1991
PubMed
Summary
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Companies can gain significant advantages by accelerating their production and delivery processes. Evaluating four key questions is crucial to determine if a turbo marketing strategy is appropriate for your business.

Area of Science:

  • Business Strategy
  • Marketing Management
  • Operations Management

Background:

  • Competitive markets reward speed in product and service delivery.
  • Rapid execution offers significant business advantages.

Purpose of the Study:

  • To identify the critical factors for adopting a turbo marketing approach.
  • To provide a framework for assessing the suitability of accelerated business strategies.

Main Methods:

  • Analysis of competitive advantages derived from speed.
  • Development of a decision-making framework based on key questions.
  • Evaluation criteria for turbo marketing implementation.

Main Results:

  • Companies achieving faster delivery gain a competitive edge.

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  • A structured approach is necessary to evaluate turbo marketing feasibility.
  • Four pivotal questions guide the suitability assessment.

    • Conclusions:

    • Implementing a turbo marketing strategy requires careful consideration.
    • Answering key strategic questions ensures optimal business alignment.
    • Accelerated business models can yield substantial market benefits.