Title

Implementing Marketing Strategies In The United-States And South-Africa

Authors

Authors

M. H. Morris;L. F. Pitt

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

Long Range Plan.

Keywords

MANAGEMENT RESEARCH; Business; Management; Planning & Development

Abstract

This article assesses whether or not the ways in which academics approach marketing strategy reflect managerial practice, both in the US and South Africa. The focus is non product/market and marketing mix strategy. Major approaches to defining and classifying strategies are reviewed. The results of surveys directed at American and South African executives regarding how they define and manage strategy, the extent to which they engage in strategic planning, and their use of a number of strategic planning tools and frameworks, are presented. Differences between the two sets of executives are explored, and implications are drawn for theory and practice. Aspects of strategy implementation are also discussed.

Journal Title

Long Range Planning

Volume

27

Issue/Number

1

Publication Date

1-1-1994

Document Type

Article

Language

English

First Page

56

Last Page

71

WOS Identifier

WOS:A1994ND40200005

ISSN

0024-6301

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