Marketing Strategy Development Styles, Implementation Capability, and Firm Performance: Investigating the Curvilinear Impact of Multiple Strategy-Making Styles
By Jeffrey S. Conant, J. Chris White, Raj Echambadi
July 2003
Marketing Letters, Vol. 14, pp. 111-124
Abstract
There is growing interest in the process in which marketing strategy is developed. This article reports on a study in which we investigate the performance implications of using multiple organizational approaches to the development of marketing strategy. Specifically, we test a model in which implementation capability mediates the relationship between number of marketing strategy development (MSD) styles used and firm performance. Based on data collected from manufactuerers, the results indicate that: (1) the relationship between the number of MSD styles used and implementation capability is curvilinear (an inverse U-shaped relationship), (2) implementation capability positively impacts firm performance, and (3) implementation capability mediates the relationship between number of MSD styles used and firm performance.
Keywords
Firm Performance, Marketing Implementation, Marketing Strategy
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