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
Copyright Status
Unknown
Socpus ID
4043120320 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/4043120320
STARS Citation
White, J. Chris; Conant, Jeffrey S.; and Echambadi, Raj, "Marketing Strategy Development Styles, Implementation Capability, And Firm Performance: Investigating The Curvilinear Impact Of Multiple Strategy-Making Styles" (2003). Scopus Export 2000s. 1688.
https://stars.library.ucf.edu/scopus2000/1688