Marketing strategy and the efficacy of procedural justice: The mid-level marketing manager in industrial service firms |
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Authors: | Eleri R Rosier [Author Vitae] Robert E Morgan [Author Vitae] John W Cadogan [Author Vitae] |
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Institution: | a Cardiff University, Cardiff Business School, Colum Drive, Cardiff CF10 3EU, United Kingdom b Loughborough University, Loughborough University Business School, Leicestershire LE11 3TU, United Kingdom |
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Abstract: | A principal challenge confronting the senior marketing team in B2B firms is how to ensure that the marketing strategies they develop are implemented effectively. The literature indicates that mid-level marketing managers' perceptions of the procedural justice within the firm may be critical in this respect. However, there has been little empirical research on this issue. The authors develop and test a conceptual model of the key drivers and consequences of marketing managers' procedural justice perceptions. The findings show that if mid-level marketing managers trust their senior marketing colleagues and simultaneously operate within moderately organic structures, then procedural justice will thrive. A consequence of this is more effective implementation of marketing strategy which, in turn, leads to increased market performance. |
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Keywords: | Marketing strategy Marketing management Marketing planning Strategy implementation Marketing managers Procedural justice Strategy process |
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