Marketing Strategy Process: analyzing the sequential relationships among its strategic activities
Purpose – Our focus in this paper was to analyze the activities inherent in marketing strategy making. We aimed to sequentially test the relationships between the activities belonging to the formulation and implementation processes of marketing strategy. Design/methodology/approach – We collected...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2019-11-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/4031/pdf |
| _version_ | 1819082138945847296 |
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| author | Lucas Lira Finoti Ana Maria Machado Toaldo Loise Cristina Schwarzbach Renato Zancan Marchetti |
| author_facet | Lucas Lira Finoti Ana Maria Machado Toaldo Loise Cristina Schwarzbach Renato Zancan Marchetti |
| author_sort | Lucas Lira Finoti |
| collection | DOAJ |
| description | Purpose – Our focus in this paper was to analyze the activities inherent in marketing strategy making. We aimed to sequentially test the relationships between the activities belonging to the formulation and
implementation processes of marketing strategy.
Design/methodology/approach – We collected data from 105 firms through an online cross-sectional survey, using Partial Least Squares (PLS) path modeling for the data analysis.
Findings – Considering the formulation of marketing strategies, our results show that communication quality positively influences crossfunctional integration, which in turn affects strategic consensus. About
strategy implementation, we have found that resource commitment is influenced by strategic consensus, and it influences the emphasis on
marketing capabilities.
Originality/value – The main contribution of this study is the relationships established between the marketing strategy process activities. We have changed the focus of the investigation from the causes and consequences of the strategy process to the analysis of how
each element contributes to the process dynamics. We also contribute to the research stream on marketing strategy making by explaining how marketing strategy formulation and implementation may be related through strategic consensus. |
| first_indexed | 2024-12-21T20:11:55Z |
| format | Article |
| id | doaj.art-0f4f76756f104c2c88fe28eb6f72b455 |
| institution | Directory Open Access Journal |
| issn | 1806-4892 1983-0807 |
| language | English |
| last_indexed | 2024-12-21T20:11:55Z |
| publishDate | 2019-11-01 |
| publisher | Fundação Escola de Comércio Álvares Penteado |
| record_format | Article |
| series | Revista Brasileira de Gestão De Negócios |
| spelling | doaj.art-0f4f76756f104c2c88fe28eb6f72b4552022-12-21T18:51:44ZengFundação Escola de Comércio Álvares PenteadoRevista Brasileira de Gestão De Negócios1806-48921983-08072019-11-0121476778710.7819/rbgn.v21i5.4031Marketing Strategy Process: analyzing the sequential relationships among its strategic activitiesLucas Lira Finoti0Ana Maria Machado Toaldo1Loise Cristina Schwarzbach2Renato Zancan Marchetti3Federal University of ParanaFederal University of ParanaPontifical Catholic University of ParanaPontifical Catholic University of ParanaPurpose – Our focus in this paper was to analyze the activities inherent in marketing strategy making. We aimed to sequentially test the relationships between the activities belonging to the formulation and implementation processes of marketing strategy. Design/methodology/approach – We collected data from 105 firms through an online cross-sectional survey, using Partial Least Squares (PLS) path modeling for the data analysis. Findings – Considering the formulation of marketing strategies, our results show that communication quality positively influences crossfunctional integration, which in turn affects strategic consensus. About strategy implementation, we have found that resource commitment is influenced by strategic consensus, and it influences the emphasis on marketing capabilities. Originality/value – The main contribution of this study is the relationships established between the marketing strategy process activities. We have changed the focus of the investigation from the causes and consequences of the strategy process to the analysis of how each element contributes to the process dynamics. We also contribute to the research stream on marketing strategy making by explaining how marketing strategy formulation and implementation may be related through strategic consensus.https://rbgn.fecap.br/RBGN/article/view/4031/pdfmarketing strategy processstrategic activities.strategy formulationstrategy implementation |
| spellingShingle | Lucas Lira Finoti Ana Maria Machado Toaldo Loise Cristina Schwarzbach Renato Zancan Marchetti Marketing Strategy Process: analyzing the sequential relationships among its strategic activities Revista Brasileira de Gestão De Negócios marketing strategy process strategic activities. strategy formulation strategy implementation |
| title | Marketing Strategy Process: analyzing the sequential relationships among its strategic activities |
| title_full | Marketing Strategy Process: analyzing the sequential relationships among its strategic activities |
| title_fullStr | Marketing Strategy Process: analyzing the sequential relationships among its strategic activities |
| title_full_unstemmed | Marketing Strategy Process: analyzing the sequential relationships among its strategic activities |
| title_short | Marketing Strategy Process: analyzing the sequential relationships among its strategic activities |
| title_sort | marketing strategy process analyzing the sequential relationships among its strategic activities |
| topic | marketing strategy process strategic activities. strategy formulation strategy implementation |
| url | https://rbgn.fecap.br/RBGN/article/view/4031/pdf |
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