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| Author: | Piercy, N. |
| Title: | Marketing implementation: the implications of marketing paradigm weakness for the strategy execution process |
| Journal: | Journal of the Academy of Marketing Science
1998 : SUMMER, VOL. 26:3, p. 222-236 |
| Index terms: | MARKETING STRATEGY IMPLEMENTATION |
| Language: | eng |
| Abstract: | Reviewing the marketing strategy implementation issue in an area of a weaker marketing paradigm contrasts traditional sequential flow models of implementation with the "strategy formulation/implementation dichotomy" and leads to the emergence of a processual view of implementation. The processual view clarifies the underlying behavioral and organizational factors that build strategy implementation capabilities. |
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