Should strategic market management replace strategic management as the planning model for restaurant decision-making?

In his book, The Rise and Fall of Strategic Planning, Henry Mintzberg proposed that planning and implementation must not be two separate functions, but a continuous managerial decision-making process. One that is based first, on an astute analysis of volatile environmental market conditions, and second, on management's ability to effectively transform its offering to satisfy this moving target. This article questions the use of the concept and term strategic management in restaurants to describe what may be best termed strategic market management. Additionally, a framework within which modern restaurant planning takes place is presented.