Deepen your knowledge with these carefully selected journal articles that provide extra commentary and analysis on important topics.

Taylor, David W. “Strategic Planning, Russian Style: A Russian Hotel’s Strengths, Weaknesses, Opportunities, and Threats (SWOT).” Cornell Hotel and Restaurant Administration Quarterly 35, no. 1 (February 1994): 82–89

1. What are the hotels strengths, weaknesses, opportunities, and threats?
2. Which weakness should the hotel try to improve first?
3. Was this SWOT analysis a good tool for the company to think about their plans? Why or why not?

Smith, Brian. “Making Marketing Happen: How Great Medical Companies Make Strategic Marketing Planning Work for Them.” Journal of Medical Marketing 4, no. 2 (April 2004): 129–42.

1. What does this paper suggest to replace the traditional rational planning process?
2. Do you think this paper and the strategies in the paper would apply to other industries? Why or why not?
3. Describe how to use their process in one of the specific situations mentioned in the article.

Slotegraaf, Rebecca J., and Peter R. Dickson. “The Paradox of a Marketing Planning Capability.” Journal of the Academy of Marketing Science 32, no. 4 (October 2004): 371–85.

1. What are the two critical items to marketing plan content?
2. What does this study suggest about the marketing planning process?