CULTIVATING SUSTAINABLE EXPANSION: CRAFTING A MARKET-CENTRIC GROWTH BLUEPRINT

• Dr. Kojo N. Mensah

  Senior Lecturer in Market Systems and Business Development, Department of Marketing and Strategy, University of Ghana Business School, Ghana

  Author

• Prof. Isabelle Fournier

  Chair in Sustainable Innovation and Global Markets, Faculty of Management Sciences, HEC Montréal, Canada

  Author

This article comprehensively examines the pivotal components involved in formulating a market-driven growth strategy aimed at achieving sustainable expansion. In an increasingly dynamic and intensely competitive global landscape, contemporary organizations are compelled to transcend conventional growth paradigms. This necessitates embracing a profound understanding of intricate market forces, elucidating diverse innovation pathways, and cultivating robust internal organizational capabilities. We meticulously delve into the foundational significance of market orientation, the imperative for continuous strategic renewal, and the transformative role of innovation, encompassing both established open innovation methodologies and the burgeoning influence of artificial intelligence. Furthermore, the discourse addresses the intrinsic challenges associated with navigating pervasive market uncertainty and mitigating inherent strategic biases that can impede progress. By rigorously synthesizing insights drawn from a broad spectrum of contemporary and foundational academic literature, this article furnishes a multifaceted and pragmatic framework. This framework is designed to empower businesses in their pursuit of enduring and resilient growth, grounded firmly in a meticulously crafted, market-centric strategic approach.

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