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The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization

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  • A. VARADARAJ
  • M. PRASANNA MOHAN RAJ
  • S. ANANTH

Abstract

During the last three decades, significant research has been undertaken on the characteristics and relationships of the marketing organization with the implementation of strategies. These are the structure, culture, processes, and influence and leadership characteristics of the marketing institution. However, there has been little attention given to the human resources management policies of the marketing staff. These policies are one of the strongest sensations of people and organizations, when properly implemented, to conduct themselves correctly. In this study, we show that mid-level marketer implementation of HR policies differ substantially in the type of marketing strategy adopted by the companies. Companies with aligned enterprise and marketing strategies have achieved considerably stronger performance than companies with unequalled business and marketing strategies.

Suggested Citation

  • A. Varadaraj & M. Prasanna Mohan Raj & S. Ananth, 2021. "The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 7(2), pages 182-207, December.
    • Handle: RePEc:aem:journl:v:7:y:2021:i:2:p:182-207
    DOI: https://doi.org/10.53486/2537-6179.7-2.10
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    References listed on IDEAS

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    More about this item

    Keywords

    Marketing strategy; management of resources; implementation of marketing strategies; types of strategy; performance;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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