Marketing strategy development styles, implementation capability, and firm performance: Investigating the curvilinear impact of multiple strategy-making styles

    Authors

    J. C. White; J. S. Conant;R. Echambadi

    Comments

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    Abbreviated Journal Title

    Mark. Lett.

    Keywords

    marketing strategy development styles; implementation capability; firm; performance; COMPETITIVE ADVANTAGE; PRODUCT DEVELOPMENT; BUSINESS-UNIT; FRAMEWORK; MODEL; PATTERNS; SUCCESS; Business

    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.

    Journal Title

    Marketing Letters

    Volume

    14

    Issue/Number

    2

    Publication Date

    1-1-2003

    Document Type

    Article

    Language

    English

    First Page

    111

    Last Page

    124

    WOS Identifier

    WOS:000185014000003

    ISSN

    0923-0645

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