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Issues in Marketing Strategy Implementation

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  • Nagasimha Balakrishna Kanagal

Abstract

Marketing Strategy Implementation (MSI) is responsible for delivering the value proposition to the customers. MSI can be seen as (1) dichotomous with marketing strategy formulation; or as (2) a mutually interdependent process along with marketing strategy formulation; or as (3) a program. Aspects postulated to be important during the implementation process include (a) presence of good leadership; (b) careful attention to the formative years of MSI program; (c) presence of trust in all important relationships; (d) system of early warning / feedback; (e) achieving functionalities in the marketing process; (f) a fetish for execution; (g) hype about rewards and incentives; and (h) choice of market vs. hierarchy. The study first addresses the placement of MSI in the strategic marketing process and the strategic organizational process, secondly examines the nature of marketing execution, and thirdly puts forth some postulates for marketing strategy implementation. These postulates are subsequently empirically checked in the market and implications for managers are subsequently laid out.

Suggested Citation

  • Nagasimha Balakrishna Kanagal, 2016. "Issues in Marketing Strategy Implementation," International Business Research, Canadian Center of Science and Education, vol. 9(11), pages 16-28, November.
    • Handle: RePEc:ibn:ibrjnl:v:9:y:2016:i:11:p:16-28
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    References listed on IDEAS

    as
    1. L. J. Bourgeois & David R. Brodwin, 1984. "Strategic implementation: Five approaches to an elusive phenomenon," Strategic Management Journal, Wiley Blackwell, vol. 5(3), pages 241-264, July.
    2. Rapert, Molly Inhofe & Velliquette, Anne & Garretson, Judith A., 2002. "The strategic implementation process: evoking strategic consensus through communication," Journal of Business Research, Elsevier, vol. 55(4), pages 301-310, April.
    3. Paul C. Nutt, 1987. "Identifying and appraising how managers install strategy," Strategic Management Journal, Wiley Blackwell, vol. 8(1), pages 1-14, January.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    strategic marketing process; marketing strategy implementation; trust; overcoming resistance to change; leader as integrator; fetish for execution;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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