Capturing an elusive phenomenon: developing and testing a multiple perspective model of marketing strategy implementation

Abstract

This paper contributes to the definition and understanding of marketing strategy implementation (MSI). We use Suddaby's (2010) suggestions for construct clarity to propose an improved definition of the construct of MSI. Characterising MSI as a phenomenon with interdepartmental and individual level components, we draw together prior work from the intraorganisational conflict, social psychology, marketing interaction, motivation and organisational commitment literatures to propose a multiple-perspective model of MSI. Finally, we present some results of a small scale (N = 138) survey to examine the relationships suggested by the model. These preliminary findings suggest that the model has prima facie validity and may form the basis for useful future work.

Keywords::

• marketing
• strategy
• implementation
• conflict
• motivation
• commitment