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| Author: | Smith, B.D. |
| Title: | Maybe I will, maybe I won't: What the connected perspectives of motivation theory and organisational commitment may contribute to our understanding of strategy implementation |
| Journal: | Journal of Strategic Marketing
2009 : DEC, VOL 17:6, p. 473-485 |
| Index terms: | marketing strategy implementation organizational commitment motivation theories employees loyalty |
| Language: | eng |
| Abstract: | This paper reviews the management problem of marketing strategy implementation, proposing some new perspectives on the subject. The paper attempts to incorporate concepts from the domain of organizational psychology, especially Locke's goal-setting theory, Vroom's expectancy theory and Meyer's explanations of organisational commitment. It is found that these mature and well-developed areas of work offer useful perspectives on strategy implementation. |
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