Are Price and Quality Obsolete?: Financial Survival Using Adaptive Marketing

Abstract Having a competitively priced, quality product will not guarantee the long-term survival of an organization. The life expectancy of large companies is less than forty years and the survival rate from small companies is significantly less. It is nearly impossible for a company to maintain a long-term advantage in price and quality. Most of the companies that fail are able to make a quality product. The companies that survive will need the flexibility and organizational structure to aggressively follow an adaptive marketing strategy. The rapidly changing market will continue to create opportunities for those organizations that are able to adapt. Those organizations that arc unable to successfully adapt in a timely manner will cease to exist. Adaptive marketing provides a tool to improve the odds for success.