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| Author: | White, J.C. Conant, J.S. Echambadi, R. |
| Title: | Marketing strategy development styles, implementation capability, and firm performance: Investigating the curvilinear impact of multiple strategy-making styles |
| Journal: | Marketing Letters
2003 : JUL, VOL. 14:2, p. 111-124 |
| Index terms: | Marketing Strategy Companies Performance appraisal Models |
| Language: | eng |
| Abstract: | The process by which marketing strategy is developed is of interest. This article reports on a study in which the performance implications of using multiple organizational approaches to the development of marketing strategy is investigated. Specifically, there is a model tested in which implementation capability mediates the relationship btw. number of marketing strategy development (MSD) styles used and firm performance. Based on data collected from manufacturers, the results indicate that (1) the relationship btw. the number of MSD styles used and implementation capability is curvilinear, that is, an inverse U-shaped relationship, (2) implementation capability positively impacts firm performance, and (3) implementation capability mediates the relationship btw. number of MSD styles used and firm performance. |
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