Marketing implementation in smaller organizations: Definition, framework, and propositional inventory
Document Type
Article
Publication Date
12-2001
Abstract
The process by which managers implement marketing plans in smaller industrial organizations has yet to be conceptualized in ways that can spur theoretical development or speak to the practical realities of managers from this growing, important segment of American industry. This article, based on an exploratory study of marketing strategy processes in 50 smaller, entrepreneurial organizations develops a framework to stimulate thinking and an inventory of propositions for future testing. The study finds market planning and implementation inextricably linked. Marketing implementation emerges as an organization’s adaptive response to day-to-day market events that is rarely scripted by plans and as a process that involves purposeful actions and improvisations as much as stopgap actions and firefights. The nature and extent of implementation-related improvisations appear to directly affect a firm’s market orientation, rate of growth, and strategic effectiveness.
DOI
https://doi.org/10.1177/0092070301291004
Publication Information
Sashittal, Hemant C. and Jassawalla, Avan R. (2001). "Marketing implementation in smaller organizations: Definition, framework, and propositional inventory." Journal of the Academy of Marketing Science 29.1, 45-69.
Please note that the Publication Information provides general citation information and may not be appropriate for your discipline. To receive help in creating a citation based on your discipline, please visit http://libguides.sjfc.edu/citations.