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About Enterprises’ Success or Failure in Marketing Management According to the Unity of Their Innovation and Control

PENG Xing lu DING Gui lan (Business School,Zhongnan University of Finance and Economics,Wuhan 430064,China)  
From the viewpoint of ability of control and ability of innovation unanimity principle,the author analyses the leading causes of failure in a part of enterprises marketing management of China,especially in those enterprises which developed from very prosper to decline.The author believes that the leading cause of these enterprises failure lies in their loss of balance or unanimity in the ability of control and ability of innovation.The author holds that these enterprises should keep on innovating in idea,company culture,strategy management and institution,so that they can challenge the competition in the new century.This conclusion is different from that of the former researchers.
【CateGory Index】: F274
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