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<p>Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive because it relates directly to its core responsibilities. Further, organic growth increases the market value of companies, whereas acquisitions often fall back on such expectations.
The main opportunities for organic growth lie in new products, brand building, customer management and channel innovation. There are many sources of growth ideas and multiple paths toward organic revenue goals. The key is to generate a large number of ideas and then select the most promising among them. While the most obvious one is technology development, there are other useful approaches, as well, such as observing or asking consumers, co-creation projects or approaching ideation systematically.
But even good ideas with initial support from all relevant parties can fail. For a growth initiative to succeed, all stakeholders need to be considered. The outcomes need to be positive to all relevant parties both inside and outside the firm.
</p>
</abstract>

Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive because it relates directly to its core responsibilities. Further, organic growth increases the market value of companies, whereas acquisitions often fall back on such expectations.
The main opportunities for organic growth lie in new products, brand building, customer management and channel innovation. There are many sources of growth ideas and multiple paths toward organic revenue goals. The key is to generate a large number of ideas and then select the most promising among them. While the most obvious one is technology development, there are other useful approaches, as well, such as observing or asking consumers, co-creation projects or approaching ideation systematically.
But even good ideas with initial support from all relevant parties can fail. For a growth initiative to succeed, all stakeholders need to be considered. The outcomes need to be positive to all relevant parties both inside and outside the firm.

Marketing and Organic Revenue Growth

George E. Warren Professor of Business, Chair of the Marketing Division, Columbia Business School, Columbia University, USA

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Marketing and Organic Revenue Growth"}

Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive because it relates directly to...

Marketing and Organic Revenue Growth

Publicado en línea: 23 abr 2015

Páginas: 16 - 21

DOI: https://doi.org/10.1515/gfkmir-2015-0002

Palabras clave
Organic Growth, Internal Growth, Innovation, Revenue Generation

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Marketing and Organic Revenue Growth

Publicado en línea: 23 abr 2015

Páginas: 16 - 21

DOI: https://doi.org/10.1515/gfkmir-2015-0002

Palabras claveOrganic Growth, Internal Growth, Innovation, Revenue Generation

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Palabras clave
Organic Growth, Internal Growth, Innovation, Revenue Generation