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1、外文翻譯原文Developingcounterchaosmarketingstrategies:thekeytosurvivalandsuccessinmodernchaoticmarketsMaterial:CogginCollegeofBusinessAuthor:CosKunSamLiChaostheoryhasbeeninexistenceforsometime.Howeverithasnotbeenwellpublishedinmarketingliterature.Conditionst
2、hatarecreatingchaoticshockwavesareveryrealinbothglobalandnationalmarkets.Atleastpartially,chaostheoristshaveexploredthedisorderlinessofmarketsbuttheyhaveprimarilylookedatlongtermimplicationsofthisdisorderliness.However,chaoticmarketsneedimmediatesoluti
3、ons.Thegeneralorientationofchaostheorymayguidemarketingdecisionmaker.Marketingexecutives,furthermore,havetofacetheseadversitiesandmustlearntomanagethem.Thissituationwillcallforthecreationofacounterchaoscultureintheorganizationanddevelopingacounterchaos
4、marketingstrategythatisproactive.Suchastrategygoesbeyondjustsurvival.Ittransformstheconditionsthatarecreatingchaosintonewmarketopportunities.Sinceconditionsoroccurrencesthatarecreatingchaoticshockwavesinthemarketplacearebecomingmoreandmorecommonplace,i
5、tisextremelycriticalthatfirmsdevelopcounterchaosstrategiesforsurvivalandprofit.Thereisalmostnoendtothislist.Allofthesedevelopmentshavecausedorarecausingchaosintheirrespectivemarkets.Ifoneweretodescribethefeaturesofexistingmarkets,bothglobalandnational,
6、thefollowingwoulddescribethemthebest:uncertainty,plurality,changeandsuddenshockwaves(Murphy1996).Or,inSchumpeter’swords,thesedevelopmentsrepresent“creativedestruction”.Thus,companiesmustlearntomanagecrises.Criseshoweverinmodernmarketsarealmostdailyoccu
7、rrences.Inthisarticletheyarereferredtoaschaoticinfluencessincetheyareextremelypowerfulandfarreaching.Additionally,inthiseraofhightech,disruptivetechnologiesarecreatingshockwavesevenforwell-managedcompanies(Christensen2003)whichexacerbatetheconditionsth
8、ataredescribedbyMurphy(1996).Duckerpositsthata“discipline’sbasicassumptionsaboutrealitydetermine6whatitfocuseson”,buttheperceptionoftheserealitiesmaydifferdramatically.Strategicplanningthusfarhasbeenbasedonexplicitlyorimplicitlyacknowle
