IDEAS home Printed from https://ideas.repec.org/a/aem/journl/v7y2021i2p182-207.html
   My bibliography  Save this article

The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization

Author

Listed:
  • A. VARADARAJ
  • M. PRASANNA MOHAN RAJ
  • S. ANANTH

Abstract

During the last three decades, significant research has been undertaken on the characteristics and relationships of the marketing organization with the implementation of strategies. These are the structure, culture, processes, and influence and leadership characteristics of the marketing institution. However, there has been little attention given to the human resources management policies of the marketing staff. These policies are one of the strongest sensations of people and organizations, when properly implemented, to conduct themselves correctly. In this study, we show that mid-level marketer implementation of HR policies differ substantially in the type of marketing strategy adopted by the companies. Companies with aligned enterprise and marketing strategies have achieved considerably stronger performance than companies with unequalled business and marketing strategies.

Suggested Citation

  • A. Varadaraj & M. Prasanna Mohan Raj & S. Ananth, 2021. "The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 7(2), pages 182-207, December.
    • Handle: RePEc:aem:journl:v:7:y:2021:i:2:p:182-207
    DOI: https://doi.org/10.53486/2537-6179.7-2.10
    as

    Download full text from publisher

    File URL: https://csei.ase.md/journal/files/issue_72/EEJRS_Issue_72_182-207_VAR.pdf
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.53486/2537-6179.7-2.10?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Robert W. Ruekert & Orville C. Walker, 1987. "Interactions between marketing and R&D departments in implementing different business strategies," Strategic Management Journal, Wiley Blackwell, vol. 8(3), pages 233-248, May.
    2. Olson, Eric M. & Slater, Stanley F., 2002. "The balanced scorecard, competitive strategy, and performance," Business Horizons, Elsevier, vol. 45(3), pages 11-16.
    3. Olson, Eric M. & Slater, Stanley F. & Hult, G. Tomas M., 2005. "The importance of structure and process to strategy implementation," Business Horizons, Elsevier, vol. 48(1), pages 47-54.
    4. Gary S. Becker, 1962. "Investment in Human Capital: A Theoretical Analysis," NBER Chapters, in: Investment in Human Beings, pages 9-49, National Bureau of Economic Research, Inc.
    5. William L. James & Kenneth J. Hatten, 1995. "Further evidence on the validity of the self typing paragraph approach: Miles and snow strategic archetypes in banking," Strategic Management Journal, Wiley Blackwell, vol. 16(2), pages 161-168.
    6. Stanley Slater & Eric Olson & Carol Finnegan, 2011. "Business strategy, marketing organization culture, and performance," Marketing Letters, Springer, vol. 22(3), pages 227-242, September.
    7. George P. Huber & Danial J. Power, 1985. "Retrospective reports of strategic‐level managers: Guidelines for increasing their accuracy," Strategic Management Journal, Wiley Blackwell, vol. 6(2), pages 171-180, April.
    8. Collins, Brett & Payne, Adrian, 1991. "Internal marketing: A new perspective for HRM," European Management Journal, Elsevier, vol. 9(3), pages 261-270, September.
    9. N. Venkatraman, 1990. "Performance Implications Of Strategic Coalignment: A Methodological Perspective," Journal of Management Studies, Wiley Blackwell, vol. 27(1), pages 19-41, January.
    10. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    11. Stanley F. Slater & Eric M. Olson, 2000. "Strategy type and performance: the influence of sales force management," Strategic Management Journal, Wiley Blackwell, vol. 21(8), pages 813-829, August.
    12. Jeffrey S. Conant & Michael P. Mokwa & P. Rajan Varadarajan, 1990. "Strategic types, distinctive marketing competencies and organizational performance: A multiple measures‐based study," Strategic Management Journal, Wiley Blackwell, vol. 11(5), pages 365-383, September.
    13. Slater, Stanley F. & Olson, Eric M., 2002. "A fresh look at industry and market analysis," Business Horizons, Elsevier, vol. 45(1), pages 15-22.
    14. David B. Balkin & Luis R. Gomez‐Mejia, 1990. "Matching compensation and organizational strategies," Strategic Management Journal, Wiley Blackwell, vol. 11(2), pages 153-169, February.
    15. Varadarajan, P. Rajan & Clark, Terry, 1994. "Delineating the scope of corporate, business, and marketing strategy," Journal of Business Research, Elsevier, vol. 31(2-3), pages 93-105.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Slater, Stanley F. & Olson, Eric M. & Hult, G. Tomas M., 2010. "Worried about strategy implementation? Don't overlook marketing's role," Business Horizons, Elsevier, vol. 53(5), pages 469-479, September.
    2. Deepak K. Datta & Xin Liang & Martina Musteen, 2009. "Strategic Orientation and the Choice of Foreign Market Entry Mode," Management International Review, Springer, vol. 49(3), pages 269-290, June.
    3. Stanley Slater & Eric Olson & Carol Finnegan, 2011. "Business strategy, marketing organization culture, and performance," Marketing Letters, Springer, vol. 22(3), pages 227-242, September.
    4. Nashwan Mohammed Abdullah Saif, 2015. "How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 1(3), pages 7-15, August.
    5. Frambach, Ruud T. & Fiss, Peer C. & Ingenbleek, Paul T.M., 2016. "How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments," Journal of Business Research, Elsevier, vol. 69(4), pages 1428-1436.
    6. V Kumar & Amalesh Sharma & Shaphali Gupta, 2017. "Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 164-185, March.
    7. Lindawati Gani & Johnny Jermias, 2012. "The Effects of Strategy–Management Control System Misfits on Firm Performance," Accounting Perspectives, John Wiley & Sons, vol. 11(3), pages 165-196, September.
    8. Olson, Eric M. & Slater, Stanley F. & Hult, G. Tomas M., 2005. "The importance of structure and process to strategy implementation," Business Horizons, Elsevier, vol. 48(1), pages 47-54.
    9. Theodosiou, Marios & Katsikea, Evangelia, 2007. "How management control and job-related characteristics influence the performance of export sales managers," Journal of Business Research, Elsevier, vol. 60(12), pages 1261-1271, December.
    10. Kwak, Hyokjin & Anderson, Rolph E. & Leigh, Thomas W. & Bonifield, Scott D., 2019. "Impact of salesperson macro-adaptive selling strategy on job performance and satisfaction," Journal of Business Research, Elsevier, vol. 94(C), pages 42-55.
    11. Manisha Mathur, 2022. "Who pulls the strings: firm strategy or firm environment in controlling firm risk?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(4), pages 341-359, December.
    12. Mohamad Reza Sanaei & Farzad Movahedi Sobhani, 2018. "Information technology and e-business marketing strategy," Information Technology and Management, Springer, vol. 19(3), pages 185-196, September.
    13. Moore, Marguerite, 2005. "Towards a confirmatory model of retail strategy types: an empirical test of miles and snow," Journal of Business Research, Elsevier, vol. 58(5), pages 696-704, May.
    14. Hagen, Birgit & Zucchella, Antonella & Cerchiello, Paola & De Giovanni, Nicolò, 2012. "International strategy and performance—Clustering strategic types of SMEs," International Business Review, Elsevier, vol. 21(3), pages 369-382.
    15. Olga Lucía Anzola Morales & Diego Armando Marín Idárraga & Juan Carlos Cuartas Marín, 2017. "Fundamentación teórica de la cultura, la estructura y la estrategia de la organización. Referentes para el análisis y diseño organizacional," Books, Universidad Externado de Colombia, Facultad de Administración de Empresas, edition 1, number 45, April.
    16. Tajeddini, Kayhan, 2010. "Effect of customer orientation and entrepreneurial orientation on innovativeness: Evidence from the hotel industry in Switzerland," Tourism Management, Elsevier, vol. 31(2), pages 221-231.
    17. Morgan, Robert E. & Strong, Carolyn A., 2003. "Business performance and dimensions of strategic orientation," Journal of Business Research, Elsevier, vol. 56(3), pages 163-176, March.
    18. Rogers, Patrick R. & Bamford, Charles E., 2002. "Information planning process and strategic orientation: the importance of fit in high-performing organizations," Journal of Business Research, Elsevier, vol. 55(3), pages 205-215, March.
    19. Rhys Andrews & George A. Boyne & Jennifer Law & Richard M. Walker, 2012. "Strategic Management and Public Service Performance," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-34943-8, December.
    20. Shunzhong Liu, 2012. "The relationship between strategic type and new service development competence: a study of Chinese knowledge intensive business services," Service Business, Springer;Pan-Pacific Business Association, vol. 6(2), pages 157-175, June.

    More about this item

    Keywords

    Marketing strategy; management of resources; implementation of marketing strategies; types of strategy; performance;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aem:journl:v:7:y:2021:i:2:p:182-207. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Rodica CRUDU (email available below). General contact details of provider: https://edirc.repec.org/data/acecsmd.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.