Implementing Marketing Strategies: Developing and Testing a Managerial Theory
通过文献综述和扎根理论构建了一个影响营销策略实施的管理因素模型，并在两家企业的中层营销经理中检验，揭示了实施的关键因素。
Implementation pervades strategic performance. It is a critical link between the formulation of marketing strategies and the achievement of superior organizational performance. Research conducted in this area generally has suffered from a lack of conceptual and empirical grounding. Furthermore, implementation research often ignores the mid-level managers, who are intricately involved in most implementation activities. The authors integrate a broad literature review and a grounded theory-building process to develop a model of important factors that influence the implementation of marketing strategies from a managerial perspective. They test this model in a study of mid-level marketing managers in two different organizations. The results provide insights into the nature of implementation in marketing and suggest future research opportunities.