Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework

The authors review and integrate various theoretical perspectives, normative statements, and pieces of empirical evidence about the organizational structures and processes best suited for implementing different types of business strategies. Particular emphasis is given to the relationship of differe...

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Bibliographic Details
Published in:Journal of marketing 1987-07, Vol.51 (3), p.15-33
Main Authors: Walker, Orville C., Ruekert, Robert W.
Format: Article
Language:English
Subjects:
Advertising
Advertising expenditures
Business & industry
Business innovation
Business structures
Capital costs
Corporate strategies
Factors
Financial management
Implementations
Implications
Incentive plans
Management
Market strategy
Marketing
Marketing Budgets
Marketing management
Marketing Organization
Marketing Planning
Motivation
Organizational structure
Policy making
Pricing policies
Profitability
Programs
Prospecting
Relations
Return on investment
Roles
Sales growth
Strategic business units
Strategic planning
Strategy
Unit costs
Variables
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Description
Summary:The authors review and integrate various theoretical perspectives, normative statements, and pieces of empirical evidence about the organizational structures and processes best suited for implementing different types of business strategies. Particular emphasis is given to the relationship of different types of structure, processes, and policies involved in the performance of marketing activities to the overall performance of different business strategies. Several specific research propositions are developed.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224298705100302