Rather than assuming that strategic options are bounded by the current environment, firms adopting a(n) ________ to the marketing environment develop strategies to change the environment.
A) environmental stance
B) proactive stance
C) reactive stance
D) relativist approach
E) no-compromise approach

Question

Quizplus · Accepted Answer

A proactive stance refers to the adoption of an anticipatory and future-oriented approach to marketing that seeks to change or shape the current environment to the firm's advantage. This approach is in contrast to a reactive stance that responds to changes in the environment as they occur or a relativist approach that views the environment as fixed and immutable.
By adopting a proactive stance, firms can identify and exploit opportunities that arise from changes in the market, technology, or regulatory environment, as well as create new opportunities by changing the rules of the game. This requires a willingness to take risks, experiment with new approaches, and challenge established norms and practices.
Overall, a proactive stance is a more dynamic and strategic approach to marketing that enables firms to shape their own destiny, rather than being at the mercy of external forces.

Rather Than Assuming That Strategic Options Are Bounded by the Current