Skip to ContentGo to accessibility pageKeyboard shortcuts menu
OpenStax Logo

1. “About Us,” Contact Frito-Lay, PepsiCo, accessed June 5, 2022,
2. Werner Geyser, “10 of the Best Marketing Strategy Examples to Power Your Campaigns,” Influencer Marketing Hub, updated August 1, 2022,
3. Geyser, “Best Marketing Strategy Examples.”
4. Ibid.
5. “Corporate Structure,” Structure & Governance, Procter & Gamble, last modified March 24, 2020,
6. Patrick Hull, “Be Visionary. Think Big,” Forbes, December 19, 2012,
7. “Analysis of Volkswagen Mission Statement & Vision Statement 2022,” Visionary BusinessPerson, last modified August 22, 2022,
8. “Corporate Vision,” Fujitsu United States, accessed August 5, 2022,
9. Barbara Farfan, “Mission Statements from the Automotive Industry,” The Balance Small Business, Dotdash Meredith, updated November 20, 2019,
10. Gennaro Cuofano, “Tesla Mission Statement and Vision Statement Analysis 2022,” FourWeekMBA, last modified May 21, 2022,
11. Christine Rowland, “Apple Inc.’s Mission Statement and Vision Statement (an Analysis),” Panmore Institute, updated May 9, 2022,
12. “About Us,” About IKEA, Inter IKEA Systems, updated June 12, 2022,
13. Anthony Rivera, “Netflix’s Mission Statement & Vision Statement: A Strategic Analysis,” Rancord Society, updated November 10, 2019,
14. “eBay Mission and Vision Analysis,” Mission Statement, last modified January 27, 2021,
15. Alessio Bresciani, “51 Mission Statement Examples from the World’s Best Companies,” Foresight & Strategy,, last modified April 11, 2022,
16. Aman Kaur, “Conducting a Gap Analysis: A Four-Step Template,” ClearPoint Strategy, Ascendant Strategy Management Group, last modified January 4, 2022,
17. Kaur, “Conducting a Gap Analysis.”
18. Kaur, “Conducting a Gap Analysis.”
19. Kaur, “Conducting a Gap Analysis.”
20. “Goals vs. Objectives: What’s the Difference?,” Indeed Career Guide, Indeed, updated July 1, 2022,
21. Indeed, “Goals vs. Objectives.”
22. Helen Sabell, “10 Steps for Effective Goal Setting: Set and Achieve Goals,” The College for Adult Learning, updated March 15, 2021,
23. “Marketing Dashboard,” Marketing Dictionary, Skyword, December 1, 2016,
24. “The Role of Marketing in the Strategic Planning Process,” Studopedia, accessed June 3, 2022,
25. “What Is the Strategic Business Unit? The Complete Guide,” AVADA Commerce Blog, AVADA, May 12, 2022,
26. Microsoft, Annual Report 2021, October 2021,
27. Microsoft, Annual Report 2021.
28. David Weedmark, “Emerson: Company Profile,” The Balance Careers, Dotdash Meredith, updated May 30, 2019,
29. David Curry, “Apple Statistics (2022),” App Data, Business of Apps, updated May 4, 2022,
30. “The BCG Matrix | Boston Matrix,” Expert Program Management, last modified October 2, 2019,
31. “Tablet Shipments Market Share by Vendor Worldwide from 2nd Quarter 2011 to 1st Quarter 2022,” Statista, accessed June 27, 2022,
32. William Gallagher, “Apple Watch Remains the Best Seller as Smartwatch Market Grows,” AppleInsider, Quiller Media, June 1, 2022,
33. Gallagher, “Apple Watch.”
34. Expert Program Management, “BCG Matrix | Boston Matrix.”
35. Expert Program Management, “BCG Matrix | Boston Matrix.”
36. S. K. Gupta, “Starbucks SWOT 2022: SWOT Analysis of Starbucks,” Business Strategy Hub, updated January 24, 2022,
37. Gupta, “Starbucks SWOT 2022.”
38. Ibid.
39. Ibid.
40. Ibid.
41. “Procter & Gamble’s Advertising Spending in the United States from 2009 to 2020,” Statista, accessed June 5, 2022,
42. Charles W. L. Hill and Gareth R. Jones, Essentials of Strategic Management, 3rd ed. (Mason, OH: South-Western Cengage Learning, 2012).
43. Richard Daniels, “What Is Intensive Strategy? 3 Types of Intensive Strategies,” Business Study Notes, updated August 7, 2020,
44. Hill and Jones, Essentials of Strategic Management.
45. Mark Hall, “Facebook,” Encyclopaedia Britannica, updated November 9, 2021,
46. Gary Moorhouse, “Business Diversification Strategy: The Best Examples,” Latest News & Blog, Shorts Chartered Accountants, August 9, 2021,
47. “Product Diversification,” Corporate Finance Institute, CFI Education, updated February 1, 2022,
48. “Concentric Diversification: Examples, Strategy, Advantages and Disadvantages,” Harappa Blogs, Harappa Learning, December 9, 2021,
49. Harappa Learning, “Concentric Diversification.”
50. “What Is Horizontal Diversification? Definition, Benefits and Examples,” Indeed Career Guide, Indeed, March 15, 2021,
51. Conglomerate Diversification: Examples, Strategy, Meaning, Advantages and Disadvantages,” Harappa Blogs, Harappa Learning, December 31, 2021,
52. “Company,” Pinterest Newsroom, Pinterest, accessed August 5, 2022,; “Press,” All about Pinterest, Pinterest, accessed August 5, 2022,
53. “16 of the Best Company Mission Statement Examples for Inspiration,” Biteable Blog, Biteable, last modified April 5, 2022,
54. “Mission, Values and Public Purposes,” About the BBC, BBC, accessed August 5, 2022,
55. Jonas Sickler and Patrick Lane, “9 Examples of Buyer Personas for B2B & B2C Brands,” SEO Blog, Terakeet, June 12, 2020,
56. Boz V., “How Many Personas Are Too Many?,” LinkedIn, May 3, 2016,
57. “Marketing Plan Current Situation Section,” Resources for Entrepreneurs, Gaebler Ventures, accessed April 20, 2022,
58. “Marketing Plan: Contents of a Marketing Plan,” iEduNote, last modified October 12, 2020,
59. Clint Fontanella, “The Straightforward Guide to Product Strategy,” The HubSpot Customer Service Blog, HubSpot, updated March 17, 2022,
60. “How to Develop the Pricing Strategy for Your Marketing Plan,” PriceBeam Blog, PriceBeam, February 7, 2017,
61. iEduNote, “Marketing Plan.”
62. “A Community of 4.6 Billion,” Tech Blog, Health IT, last modified September 20, 2021,
63. Zoe Palmer, “KPIs vs. Marketing Metrics: What’s the Difference?,” Brand Chemistry, last modified August 25, 2020,
64. “5 Benefits of Dashboards in the Marketing Industry,” InfoCaptor BI, Rudrasoft, March 13, 2017,
65. “KPI of the Week: Revenue Growth,” News & Publications, Porte Brown Accountants & Advisors, accessed June 5, 2022,
66. Porte Brown Accountants & Advisors, “KPI of the Week.”
67. “What Is Average Revenue per User (ARPU) and How to Calculate It,” Peel Insights, accessed June 4, 2022,
68. “Market Share,” Encyclopedia Table of Contents, Inc., updated February 6, 2020,
69. “Evaluating Market Share as a KPI,” Insights, Ungerboeck, updated January 18, 2021,
70. Fraser Sherman, “How Do You Calculate a Company’s Relative Market Share?,” Small Business,, updated September 24, 2020,
71. Sherman, “How Do You Calculate?”
72. “How to Measure Customer Satisfaction KPIs,” Resource Center, GetFeedback, last modified January 20, 2022,
73. Andrea Paul, “Top Metrics and Strategies for How to Measure Customer Service Performance,” Kustomer Blog, Kustomer, last modified December 2, 2021,
74. Paul, “Top Metrics and Strategies.”
75. “Locations,” Classic Cleaners, accessed August 5, 2022,
76. “Case Study: Company Tracks Performance with Marketing Reporting Dashboard,” Perspective, Tips, and Insights (blog), TBH Creative, February 4, 2020,
77. TBH Creative, “Case Study.”
78. Shivani, “Marketing Ethics: Meaning, Importance, and Examples,” InviteReferrals, December 14, 2021,
79. Shivani, “Marketing Ethics.”
80. “Corporate Social Responsibility: A Brief History,” Association of Corporate Citizenship Professionals, last modified April 21, 2022,
81. John Edelman, “George H. W. Bush’s Impact on CSR,” Insights, Edelman, December 5, 2018,
82. Michael Ledecky, “Corporate Social Responsibility: Past, Present, and Future,” Resources to Engage Your Cause (blog), EVERFI, last modified July 20, 2022,
83. Submittable, “Millennials, Gen Z, and the Rising Demand for Corporate Social Responsibility,” American Marketing Association, July 6, 2020,
84. Submittable, “Millennials, Gen Z.”
85. Ibid.
86. Ibid.
87. Zach Hrynowski and Megan Brenan, “What Percentage of Americans Vape?,” Gallup News, Gallup, August 19, 2021,
88. Meagan Parrish, “The 2009 Toyota Accelerator Scandal That Wasn’t What It Seemed,”, Industrial Media, August 11, 2016,
89. Danielle Douglas and Michael A. Fletcher, “Toyota Reaches $1.2 Billion Settlement to End Probe of Accelerator Problems,” Washington Post, March 19, 2014,
90. “Red Bull Student Marketeer,” Red Bull Jobs, Red Bull, accessed June 4, 2022,
91. “History of Blue Zones,” Blue Zones, last modified April 30, 2021,
92. “Blue Zone Results: Albert Lea, MN,” Blue Zones, last modified January 8, 2019,
93. Blue Zones, “History of Blue Zones.”
Order a print copy

As an Amazon Associate we earn from qualifying purchases.


This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's permission.

Want to cite, share, or modify this book? This book uses the Creative Commons Attribution License and you must attribute OpenStax.

Attribution information
  • If you are redistributing all or part of this book in a print format, then you must include on every physical page the following attribution:
    Access for free at
  • If you are redistributing all or part of this book in a digital format, then you must include on every digital page view the following attribution:
    Access for free at
Citation information

© Jan 9, 2024 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution License . The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.