IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/81680.html
   My bibliography  Save this paper

Evidence on the Value of Strategic Planning in Marketing: How Much Planning Should a Marketing Planner Plan?

Author

Listed:
  • Armstrong, J. Scott
  • Reibstein, David J.

Abstract

What evidence exists on the value of formal planning for strategic decision-making in marketing? This paper reviews the evidence. This includes two tests of face validity. First, we use the market test: Are formal procedures used for marketing planning? Next, we examine expert prescriptions: What do they say is the best way to plan? More important than face validity, however, are tests of construct or predictive validity: What empirical evidence exists on the relative value of formal and informal approaches to marketing planning? The paper concludes with suggestions on the types of research that would be most useful for measuring the value of formal marketing planning.

Suggested Citation

  • Armstrong, J. Scott & Reibstein, David J., 1985. "Evidence on the Value of Strategic Planning in Marketing: How Much Planning Should a Marketing Planner Plan?," MPRA Paper 81680, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:81680
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/81680/1/MPRA_paper_81680.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    Other versions of this item:

    References listed on IDEAS

    as
    1. J. Scott Armstrong, 1982. "The value of formal planning for strategic decisions: Review of empirical research," Strategic Management Journal, Wiley Blackwell, vol. 3(3), pages 197-211, July.
    2. Paul C. Nutt, 1977. "An Experimental Comparison of the Effectiveness of Three Planning Methods," Management Science, INFORMS, vol. 23(5), pages 499-511, January.
    3. J. Scott Armstrong, 1986. "The value of formal planning for strategic decisions: Reply," Strategic Management Journal, Wiley Blackwell, vol. 7(2), pages 183-185, March.
    4. Armstrong, J. Scott, 1983. "Strategic Planning and Forecasting Fundamentals," MPRA Paper 81682, University Library of Munich, Germany.
    5. Wilson, Ian H. & George, William R. & Solomon, Paul J., 1978. "The practice of business : Strategic planning for marketers," Business Horizons, Elsevier, vol. 21(6), pages 65-73, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. J. Scott Armstrong, 1986. "The value of formal planning for strategic decisions: Reply," Strategic Management Journal, Wiley Blackwell, vol. 7(2), pages 183-185, March.
    2. Saari Ahmad & Noraini Othman, 2013. "Strategic Planning, Issues, Prospects and the Future of the Malaysian Herbal Industry," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 3(4), pages 91-102, October.
    3. J. Scott Armstrong & Philippe Jacquart, 2013. "The Ombudsman: Is the Evidence Sufficient to Take Action on Executive Pay? Reply to Commentators," Interfaces, INFORMS, vol. 43(6), pages 602-604, December.

    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. Gregory A. Baker & Joel K. Leidecker, 2001. "Does it pay to plan?: Strategic planning and financial performance," Agribusiness, John Wiley & Sons, Ltd., vol. 17(3), pages 355-364.
    2. Phillips, Jon C. & Peterson, H. Christopher, 1999. "Strategic Planning And Firm Performance: A Proposed Theoretical Model For Small Agribusiness Firms," Staff Paper Series 11685, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    3. Armstrong, J. Scott, 1983. "Strategic Planning and Forecasting Fundamentals," MPRA Paper 81682, University Library of Munich, Germany.
    4. Armstrong, J. Scott, 1991. "Strategic Planning Improves Manufacturing Performance," MPRA Paper 81677, University Library of Munich, Germany.
    5. Olivier Daxhelet & Olivier Witmeur, 2011. "What Financial Backers Expect from Business Plans: Effectual Versus Causal Logic," Working Papers CEB 11-029, ULB -- Universite Libre de Bruxelles.
    6. Krane, Ronja & Eulerich, Marc, 2020. "Going global: Factors influencing the internationalization of the internal audit function," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 41(C).
    7. Dr. Oloo Caroline, PhD, 2024. "Strategic Planning Impacts on the Performance Dynamics of Micro Enterprises in Kisumu County: An in-Depth Analysis," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3), pages 219-232, March.
    8. Mayer-Haug, Katrin & Read, Stuart & Brinckmann, Jan & Dew, Nicholas & Grichnik, Dietmar, 2013. "Entrepreneurial talent and venture performance: A meta-analytic investigation of SMEs," Research Policy, Elsevier, vol. 42(6), pages 1251-1273.
    9. Phillips, Paul & Moutinho, Luiz, 2014. "Critical review of strategic planning research in hospitality and tourism," Annals of Tourism Research, Elsevier, vol. 48(C), pages 96-120.
    10. Gruber, Marc, 2007. "Uncovering the value of planning in new venture creation: A process and contingency perspective," Journal of Business Venturing, Elsevier, vol. 22(6), pages 782-807, November.
    11. Samuel Y. Todd & Tamara A. Crook & Tony Lachowetz, 2013. "Agency Theory Explanations of Self-Serving Sales Forecast Inaccuracies," Business and Management Research, Business and Management Research, Sciedu Press, vol. 2(2), pages 13-21, June.
    12. Richard J. Arend & Y. Lisa Zhao & Michael Song & Subin Im, 2017. "Strategic planning as a complex and enabling managerial tool," Strategic Management Journal, Wiley Blackwell, vol. 38(8), pages 1741-1752, August.
    13. Bouncken, Ricarda B. & Fredrich, Viktor & Pesch, Robin, 2016. "Configurational answer to the ongoing riddle of formal and/or emergent planning practices," Journal of Business Research, Elsevier, vol. 69(9), pages 3609-3615.
    14. Chwolka, Anne & Raith, Matthias G., 2012. "The value of business planning before start-up — A decision-theoretical perspective," Journal of Business Venturing, Elsevier, vol. 27(3), pages 385-399.
    15. Obonyo Mark Ouche & David Odhiambo Oima & Moses Oginda, 2016. "Effect of Strategic Planning on Annual Income of National Sports Federations in Kenya," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(5), pages 41-64, May.
    16. Giovanna Mariani & Davide Morelli & Leonardo Bartoloni, 2019. "Managing uncertainty in the start-up environment. Is a business plan an incentive or a limitation?," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2019(1), pages 73-96.
    17. Stojan Debarliev & Marija Trpkova, 2011. "Strategic planning practice in transition economies: Empirical evidence from the Macedonian context," Business and Economic Horizons (BEH), Prague Development Center, vol. 4(1), pages 27-39, January.
    18. Lucrezia Songini & Paola Vola, 2015. "The Role of Professionalization and Managerialization in Family Business Succession," MANAGEMENT CONTROL, FrancoAngeli Editore, vol. 2015(1), pages 9-43.
    19. J. Scott Armstrong, 1982. "The value of formal planning for strategic decisions: Review of empirical research," Strategic Management Journal, Wiley Blackwell, vol. 3(3), pages 197-211, July.
    20. Heckmann, Lotta & Memmel, Christoph, 2024. "How good are banks' forecasts?," Discussion Papers 03/2024, Deutsche Bundesbank.

    More about this item

    Keywords

    marketing; strategic planning;

    JEL classification:

    • A1 - General Economics and Teaching - - General Economics
    • O2 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy

    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:pra:mprapa:81680. 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: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.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.