by Venkatesh Shankar

This artcle was published as MSI Report, 08-207.

This article discusses how firms strategically allocate their resources between marketing and non-marketing variables, across products, markets, channels, customers and over the product life cycle.  It presents resource allocation processes, models, and insights with examples drawn from different companies and industries.  It highlights emerging methods and research directions in strategic resource allocation and planning for both executives and researchers.