Fit or falter

Abstract

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Marketing performs best when its structure, culture, hiring, sales model, and metrics are deliberately matched to the firm’s chosen competitive strategy and integrated into a coherent whole, and in 2026 AI rewards firms that already have that fit rather than substituting for it. The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.