期刊
INDUSTRIAL MARKETING MANAGEMENT
卷 39, 期 4, 页码 551-559出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2008.03.007
关键词
Marketing strategy creativity; Marketing strategy implementation; Strategy types; Performance
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. (C) 2009 Elsevier Inc. All rights reserved.
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