Potential in Corporate Strategic Marketing System

Potential is an important measurement unit that describes the strategic marketing system of a company. This article clarifies the definition of potential as an object of corporate strategic marketing and introduces some new measurement methods with a wide range of practical applications. After analyzing the existing theoretical approaches to marketing and strategic potential, the author correlated them with the corporate strategic marketing function to quantify the potential within the strategic marketing system. Historical and comparative approaches, systems analysis, organization theory, and strategic planning techniques made it possible to identify the key elements of potential, i.e., resources, capabilities, competencies, and opportunities. Corporate strategic marketing potential overlap in terms of key concepts and approaches, yet they cannot be regarded as predictors of change. Potential should be considered as part of a company’s strategic marketing system. The new definition of corporate potential within the strategic marketing system takes into account the identified key elements but is not reduced to them or their combinations. Strategic potential is a unique synergy of internal environment elements with market-specific opportunities. As such, it may disrupt the actual implementation of the corporate strategy. However, strategic potential is measurable, and its estimates can be used to improve market strategies.