Abstract
Implementation pervades strategic performance. It is a critical link between the formulation of marketing strategies and the achievement of superior organizational performance. Research conducted in this area generally has suffered from a lack of conceptual and empirical grounding. Furthermore, implementation research often ignores the mid-level managers, who are intricately involved in most implementation activities. The authors integrate a broad literature review and a grounded theory-building process to develop a model of important factors that influence the implementation of marketing strategies from a managerial perspective. They test this model in a study of mid-level marketing managers in two different organizations. The results provide insights into the nature of implementation in marketing and suggest future research opportunities.
Original language | English (US) |
---|---|
Pages (from-to) | 57-73 |
Number of pages | 17 |
Journal | Journal of Marketing |
Volume | 63 |
Issue number | 4 |
DOIs | |
State | Published - Oct 1999 |
Externally published | Yes |
ASJC Scopus subject areas
- Business and International Management
- Marketing