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doi:10.1094/CFW-53-6-0310 |  VIEW ARTICLE


Marketing Inside the Loop

D. Best. Best Vantage, Inc., Northbrook, IL. Cereal Foods World 53(6):310-311.

This perspective correlates the OODA (Observe, Orient, Decide, and Act) loop and energy and maneuverability (E&M) (concepts developed by and for fighter pilots) and marketing strategy. The author explains how these concepts represent useful and competetive models for effective food and food technology marketing during challenging times in the marketplace. Marketing is about business flexibility and the ability to maneuver over and around competitors, as well as other obstacles, such as the economy. The article offers a new way of looking at business strategy and how the lessons of aerial combat strategy can apply to business competition in the food industry marketplace. The author notes that given today’s new economic realities, this is essential to survival.


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