Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness |
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Authors: | Stanley F Slater [Author Vitae] G Tomas M Hult [Author Vitae] Eric M Olson [Author Vitae] |
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Institution: | a Business Administration, College of Business, Colorado State University, Fort Collins, CO 80523-1278, United States b Marketing, International Business, & Supply Chain Management, Eli Broad Graduate School of Management, Michigan State University, East Lansing, MI 48824-1121, United States c Marketing and Strategic Management, College of Business and Administration, University of Colorado - Colorado Springs, Colorado Springs, CO 80933-7150, United States |
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Abstract: | It seems logical that performance is maximized when a business produces a creative marketing strategy and achieves marketing strategy implementation effectiveness. However, cultural tensions and resource competition may make it difficult, or impossible, to achieve both. Contingency theory suggests that market and/or firm level influences may exist that make one or the other more important. Thus, it is important for researchers to investigate those conditions so that we can provide managers with guidance regarding where to allocate their resources. The study reported in this article assesses the impact that environmental conditions and business unit strategy have on the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. We discuss implications for managers and scholars. |
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Keywords: | Marketing strategy creativity Marketing strategy implementation Strategy types Performance |
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