Marketing strategy development styles, implementation capability, and firm performance: Investigating the curvilinear impact of multiple strategy-making styles
Abbreviated Journal Title
marketing strategy development styles; implementation capability; firm; performance; COMPETITIVE ADVANTAGE; PRODUCT DEVELOPMENT; BUSINESS-UNIT; FRAMEWORK; MODEL; PATTERNS; SUCCESS; Business
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.
"Marketing strategy development styles, implementation capability, and firm performance: Investigating the curvilinear impact of multiple strategy-making styles" (2003). Faculty Bibliography 2000s. 4125.