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dc.contributor.authorRamaseshan, Balasubramanian
dc.contributor.authorIshak, A.
dc.contributor.authorKingshott, Russel
dc.identifier.citationRamaseshan, B. and Ishak, Asmai and Kingshott, Russel P. J. 2013. Interactive effects of marketing strategy formulation and implementation upon firm performance. Journal of Marketing Management. 29 (11-12): pp. 1224-1250.

This study employed an integrative approach to investigate the influence of external business environment, strategy formulation, viability of marketing strategy, and strategy implementation upon firm performance. The findings show that while technological change and market competition negatively influence the credibility of the strategy, market attractiveness has a positive influence upon the viability of strategy employed. Moreover, market competition has a positive influence upon the involvement of marketing managers in terms of strategy making and that the presence of an innovative culture is strongly required in executing a strategic marketing plan. In addition, the study shows that the involvement of marketing managers in strategy making, which is strongly supported by an innovative culture, generates their commitment to the strategy, which positively influences strategy viability.

dc.subjectmarketing strategy implementation
dc.subjectmarketing strategy formulation
dc.subjectexternal environment
dc.subjectfirm performance
dc.subjectviability of marketing strategy
dc.titleInteractive effects of marketing strategy formulation and implementation upon firm performance
dc.typeJournal Article
dcterms.source.titleJournal of Marketing Management
curtin.pubStatusIn Press
curtin.accessStatusFulltext not available

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