The role of marketing managers' commitment and involvement in marketing strategy implementation
This study examines the role of marketing mangers' commitment and involvement in implementing marketing strategies. The data were collected from marketing managers of different organizations who had implemented a strategic marketing plan in the last five years. The study reveals that marketing...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Taylor and Francis
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/12842 |
| _version_ | 1848748189238165504 |
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| author | Ramaseshan, Balasubramanian Ishak, A. Rabbanee, Fazlul |
| author_facet | Ramaseshan, Balasubramanian Ishak, A. Rabbanee, Fazlul |
| author_sort | Ramaseshan, Balasubramanian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This study examines the role of marketing mangers' commitment and involvement in implementing marketing strategies. The data were collected from marketing managers of different organizations who had implemented a strategic marketing plan in the last five years. The study reveals that marketing mangers' commitment towards strategy implementation has a significant positive impact on organizational performance. Innovative culture, top management support and job autonomy were considered to be the key antecedents of managers' commitment. All three antecedents were found to have significant positive impact on commitment. In addition, commitment was found to partially mediate the links of top management support and autonomy with organizational performance. It was also found that marketing managers' involvement moderates the relationship between job autonomy and managers' commitment. The managerial implications are discussed. |
| first_indexed | 2025-11-14T07:01:05Z |
| format | Journal Article |
| id | curtin-20.500.11937-12842 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:01:05Z |
| publishDate | 2013 |
| publisher | Taylor and Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-128422017-09-13T15:00:24Z The role of marketing managers' commitment and involvement in marketing strategy implementation Ramaseshan, Balasubramanian Ishak, A. Rabbanee, Fazlul managers’ commitment innovative culture job autonomy marketing strategy implementation organizational performance This study examines the role of marketing mangers' commitment and involvement in implementing marketing strategies. The data were collected from marketing managers of different organizations who had implemented a strategic marketing plan in the last five years. The study reveals that marketing mangers' commitment towards strategy implementation has a significant positive impact on organizational performance. Innovative culture, top management support and job autonomy were considered to be the key antecedents of managers' commitment. All three antecedents were found to have significant positive impact on commitment. In addition, commitment was found to partially mediate the links of top management support and autonomy with organizational performance. It was also found that marketing managers' involvement moderates the relationship between job autonomy and managers' commitment. The managerial implications are discussed. 2013 Journal Article http://hdl.handle.net/20.500.11937/12842 10.1080/0965254X.2013.804858 Taylor and Francis restricted |
| spellingShingle | managers’ commitment innovative culture job autonomy marketing strategy implementation organizational performance Ramaseshan, Balasubramanian Ishak, A. Rabbanee, Fazlul The role of marketing managers' commitment and involvement in marketing strategy implementation |
| title | The role of marketing managers' commitment and involvement in marketing strategy implementation |
| title_full | The role of marketing managers' commitment and involvement in marketing strategy implementation |
| title_fullStr | The role of marketing managers' commitment and involvement in marketing strategy implementation |
| title_full_unstemmed | The role of marketing managers' commitment and involvement in marketing strategy implementation |
| title_short | The role of marketing managers' commitment and involvement in marketing strategy implementation |
| title_sort | role of marketing managers' commitment and involvement in marketing strategy implementation |
| topic | managers’ commitment innovative culture job autonomy marketing strategy implementation organizational performance |
| url | http://hdl.handle.net/20.500.11937/12842 |