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Category: Business and Industry
Date Submitted: 11/15/2012 08:25 AM
Worried About Strategy Implementation? Don't Overlook Marketing's Role
Stanley F. Slater
Charles and Gwen Lillis Professor of Business Administration
College of Business
Colorado State University
Fort Collins, CO 80523-1278
Phone: 970-491-2994
Fax: 970-491-5956
stan.slater@business.colostate.edu
Eric M. Olson
Professor of Marketing and Strategic Management
College of Business and Administration
University of Colorado – Colorado Springs
Colorado Springs, CO 80918
Phone: 719-262-3345
Fax: 719-262-3494
eolson@uccs.edu
G. Tomas M. Hult
Professor of Marketing, International Business, & Strategic Management
Eli Broad Graduate School of Management
Michigan State University
East Lansing, MI 48824-1121
Phone: 517-353-4336
Fax: 517-432-1009
hult@msu.edu
In press at Business Horizons
Worried About Strategy Implementation? Don't Overlook Marketing's Role
ABSTRACT
Many executives and scholars have argued that effective strategy implementation is at least as, if not more, important than developing a brilliant strategy. While there are several perspectives regarding what is required for successful strategy implementation, probably the most influential perspective is that business success requires a fit between strategy and organizational architecture. Organizational architecture subsumes structural variables and capabilities. For the past 10 years, we have studied the performance implications of matching marketing's organizational architecture to four generic business strategies (Prospectors, Analyzers, Low-Cost Defenders, and Differentiated Defenders). Through six empirical studies we have identified best practice matches between these strategy types and: 1) marketing organization culture, 2) marketing strategy, 3) market strategy formation process, 4) market-focused strategic organizational behaviors 5) marketing organization structure, and 6) marketing control systems. In this article we bring together...