From strategy to performance: An investigation of the factors affecting marketing plan implementation
Year: 2015
Type: dissertation
Study design: Observational Study
Abstract: Implementation is an underdeveloped area of marketing research. The purpose of this dissertation is to answer several unresolved issues related to the implementation of marketing plans. In the following pages, I build and test a new model of implementation success with survey data from 142 executives and marketing managers from small-to-medium-size banks. My analysis indicates that interpersonal factors and resources are particularly important to implementation success, but the structural characteristics of the firm are not as important. Furthermore, I find that committed middle managers ensure that marketing plans remain “on time” and “on budget,” and that a firm’s ability take quick action in response to managerial, competitor, and customer pressures is an important part of implementation success. These results have important implications for theory and practice, which I discuss in the final pages of the dissertation.
Author: Wesley Friske
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2282346813