This paper proposes a cognitive approach of integrating marketing and intelligence views into a new “dual‐perspective” SWOT framework. The new dimensions of SWOT are proposed to address the logical inconsistencies faced by marketing managers synthesizing SWOT components. By representing SWOT as the focus of practitioners’ cognition, researchers and consultants can capture the variability in managerial core logic employed to integrate a coherent strategic situation from a dual intelligence‐and‐planning perspective. Directions are outlined for this new avenue of marketing research.
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