Marketing and Organic Revenue Growth
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Lehmann, D. (2015). Marketing and Organic Revenue Growth. NIM Marketing Intelligence Review, 7(1), 16-21. https://doi.org/10.1515/gfkmir-2015-0002

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NIM Marketing Intelligence Review – Truly Accountable Marketing

Marketing and Organic Revenue Growth

Authors

  • Donald Lehmann, George E. Warren Professor of Business, Columbia University, New York, NY, USA, drl2@columbia.edu
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Keywords

Organic Growth, Internal Growth, Innovation, Revenue Generation

 

Abstract

Companies can either strive for organic growth or growth through acquisitions.  For marketing the first option is more attractive because it relates directly to its core responsibilities. Further, organic growth increases the market value of companies, whereas acquisitions often fall back on such expectations.

The main opportunities for organic growth lie in new products, brand building, customer management and channel innovation. There are many sources of growth ideas and the paths toward organic revenue goals are multiple. The key is to generate a large number of ideas and then select the most promising among them. While the most obvious one is technology development, there are other useful approaches as well, like observing or asking consumers, co-creation projects or systematic approaches to ideation.

But even good ideas with initial support from all relevant parties can fail.  For a growth initiative to succeed all stakeholders need to be considered. The outcomes need to be positive to all relevant parties both inside and outside the firm. 

Authors

  • Donald Lehmann, George E. Warren Professor of Business, Columbia University, New York, NY, USA, drl2@columbia.edu
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Suggested Citation
Lehmann, D. (2015). Marketing and Organic Revenue Growth. NIM Marketing Intelligence Review, 7(1), 16-21. https://doi.org/10.1515/gfkmir-2015-0002


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