Title

Marketing Strategy Development Styles, Implementation Capability, And Firm Performance: Investigating The Curvilinear Impact Of Multiple Strategy-Making Styles

Keywords

Firm performance; Implementation capability; Marketing strategy development styles

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.

Publication Date

7-1-2003

Publication Title

Marketing Letters

Volume

14

Issue

2

Number of Pages

111-124

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1023/A:1025415018239

Socpus ID

4043120320 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/4043120320

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