Abstract/Summary

The author presents the study of Sun Tzu, The Art of War (TAW), from the innovation and marketing perspectives, applied in general organization and firm framework. This study aims to examine the flexibility, variation of actions and innovation of TAW and its application to create situational and organizational advantages for organization (firm). The relationship between TAW and marketing is also discussed considering that there is very little literature establishing the link between the TAW and target marketing. This study provides a background for research on the combined effect of TAW, innovation, target marketing and their synergy to boost competitiveness of organizations (firms).