Marketing perspectives in 2026: Building the engine that will shape competitive advantage

In the past few weeks, we have explored the impact of the customers, competitors, and external forces on how demand is shaped. This week, we are reviewing how the optimisation of the internal environment can help an organisation build resilience in order to navigate the different environments. The internal environment determines success more than the other factors, as the capability built determines the extent of impact of the other forces earlier discussed earlier. For Nigerian and African marketing professionals, the lessons are clear: embrac

In the past few weeks, we have explored the impact of the customers, competitors, and external forces on how demand is shaped. This week, we are reviewing how the optimisation of the internal environment can help an organisation build resilience in order to navigate the different environments. The internal environment determines success more than the other factors, as the capability built determines the extent of impact of the other forces earlier discussed earlier. For Nigerian and African marketing professionals, the lessons are clear: embrac

Source: Businessday.ng | Read the Full Story…