Abstract
There is growing interest in the process by 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 manufacturers, 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.
Original language | English (US) |
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Pages (from-to) | 111-124 |
Number of pages | 14 |
Journal | Marketing Letters |
Volume | 14 |
Issue number | 2 |
DOIs | |
State | Published - Jul 2003 |
Keywords
- Firm performance
- Implementation capability
- Marketing strategy development styles
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing