search query: @indexterm Role theory / total: 52
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| Author: | Thorpe, E. R. Morgan, R. E. |
| Title: | A role theoretic view of product-market strategy execution: in investigation of mid-level marketing managers |
| Journal: | Journal of Strategic Marketing
2007 : MAY-JUL, VOL. 15:2-3, p. 223-236 |
| Index terms: | marketing management marketing strategy role theory strategy |
| Language: | eng |
| Abstract: | This study employs the locus-of-control concept to examine the performance of mid-level marketing managers (MLMM) in their product-market strategy execution role. This article identifies two dimensions related to internal locus-of-control (role self determination and role commitment) and two dimensions related to external locus-of-control (role clarity and role significance) are identified and all four variables are are modelled against MLMM's role performance. This article suggests that in firms whose product-market strategy is highly effective (ineffective), MLMMs role performance is explained by an external locus-of-control (internal locus-of-control). |
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