Interactive effects of marketing strategy formulation and implementation upon firm performance
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 inf...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Routledge
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/15392 |
| _version_ | 1848748880200466432 |
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| author | Ramaseshan, Balasubramanian Ishak, A. Kingshott, Russel |
| author_facet | Ramaseshan, Balasubramanian Ishak, A. Kingshott, Russel |
| author_sort | Ramaseshan, Balasubramanian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T07:12:04Z |
| format | Journal Article |
| id | curtin-20.500.11937-15392 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:12:04Z |
| publishDate | 2013 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-153922017-09-13T15:57:55Z Interactive effects of marketing strategy formulation and implementation upon firm performance Ramaseshan, Balasubramanian Ishak, A. Kingshott, Russel marketing strategy implementation marketing strategy formulation external environment firm performance viability of marketing strategy 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. 2013 Journal Article http://hdl.handle.net/20.500.11937/15392 10.1080/0267257X.2013.796319 Routledge restricted |
| spellingShingle | marketing strategy implementation marketing strategy formulation external environment firm performance viability of marketing strategy Ramaseshan, Balasubramanian Ishak, A. Kingshott, Russel Interactive effects of marketing strategy formulation and implementation upon firm performance |
| title | Interactive effects of marketing strategy formulation and implementation upon firm performance |
| title_full | Interactive effects of marketing strategy formulation and implementation upon firm performance |
| title_fullStr | Interactive effects of marketing strategy formulation and implementation upon firm performance |
| title_full_unstemmed | Interactive effects of marketing strategy formulation and implementation upon firm performance |
| title_short | Interactive effects of marketing strategy formulation and implementation upon firm performance |
| title_sort | interactive effects of marketing strategy formulation and implementation upon firm performance |
| topic | marketing strategy implementation marketing strategy formulation external environment firm performance viability of marketing strategy |
| url | http://hdl.handle.net/20.500.11937/15392 |