IDEAS home Printed from https://ideas.repec.org/a/eee/bushor/v53yi5p469-479.html
   My bibliography  Save this article

Worried about strategy implementation? Don't overlook marketing's role

Author

Listed:
  • Slater, Stanley F.
  • Olson, Eric M.
  • Hult, G. Tomas M.

Abstract

Many executives and scholars have argued that effective strategy implementation is at least as important as--if not more important than--developing a brilliant strategy. While there are several extant viewpoints regarding what is required for successful strategy implementation, perhaps 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 findings from each of these studies to provide a comprehensive overview of those marketing actions and policies that are associated with superior firm performance.

Suggested Citation

  • Slater, Stanley F. & Olson, Eric M. & Hult, G. Tomas M., 2010. "Worried about strategy implementation? Don't overlook marketing's role," Business Horizons, Elsevier, vol. 53(5), pages 469-479, September.
    • Handle: RePEc:eee:bushor:v:53:y::i:5:p:469-479
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0007-6813(10)00059-5
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Olson, Eric M. & Slater, Stanley F., 2002. "The balanced scorecard, competitive strategy, and performance," Business Horizons, Elsevier, vol. 45(3), pages 11-16.
    2. Robert E. Quinn & John Rohrbaugh, 1983. "A Spatial Model of Effectiveness Criteria: Towards a Competing Values Approach to Organizational Analysis," Management Science, INFORMS, vol. 29(3), pages 363-377, March.
    3. Stanley F. Slater & Eric M. Olson, 2000. "Strategy type and performance: the influence of sales force management," Strategic Management Journal, Wiley Blackwell, vol. 21(8), pages 813-829, August.
    4. Varadarajan, P. Rajan & Clark, Terry, 1994. "Delineating the scope of corporate, business, and marketing strategy," Journal of Business Research, Elsevier, vol. 31(2-3), pages 93-105.
    5. Stanley F. Slater & Eric M. Olson, 2001. "Marketing's contribution to the implementation of business strategy: an empirical analysis," Strategic Management Journal, Wiley Blackwell, vol. 22(11), pages 1055-1067, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mashalah, Heider Al & Hassini, Elkafi & Gunasekaran, Angappa & Bhatt (Mishra), Deepa, 2022. "The impact of digital transformation on supply chains through e-commerce: Literature review and a conceptual framework," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 165(C).
    2. Schonberger, Richard J., 2019. "The disintegration of lean manufacturing and lean management," Business Horizons, Elsevier, vol. 62(3), pages 359-371.
    3. Geovana Alves de Lima Fedato & Vanessa Martins Pires & Guilherme Trez, 2017. "The Future of Research in Strategy Implementation in the BRICS Context," Brazilian Business Review, Fucape Business School, vol. 14(3), pages 288-303, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. V Kumar & Amalesh Sharma & Shaphali Gupta, 2017. "Accessing the influence of strategic marketing research on generating impact: moderating roles of models, journals, and estimation approaches," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 164-185, March.
    3. Olson, Eric M. & Slater, Stanley F. & Hult, G. Tomas M., 2005. "The importance of structure and process to strategy implementation," Business Horizons, Elsevier, vol. 48(1), pages 47-54.
    4. Deepak K. Datta & Xin Liang & Martina Musteen, 2009. "Strategic Orientation and the Choice of Foreign Market Entry Mode," Management International Review, Springer, vol. 49(3), pages 269-290, June.
    5. Mohamad Reza Sanaei & Farzad Movahedi Sobhani, 2018. "Information technology and e-business marketing strategy," Information Technology and Management, Springer, vol. 19(3), pages 185-196, September.
    6. Stanley Slater & Eric Olson & Carol Finnegan, 2011. "Business strategy, marketing organization culture, and performance," Marketing Letters, Springer, vol. 22(3), pages 227-242, September.
    7. Nashwan Mohammed Abdullah Saif, 2015. "How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 1(3), pages 7-15, August.
    8. Simanchala Das & Biswajit Acharjya, 2021. "Understanding Organisational Effectiveness Through Sustainable Human Relations Approach: The Role of Empowerment Climate in Selected Industrial Establishments," International Journal of System Dynamics Applications (IJSDA), IGI Global, vol. 10(2), pages 33-52, April.
    9. Treur, Kim A.D. & Van Der Sluis, Lidewey E.C., 2005. "The Benefits of Coaching for Employees and their Organisations," Serie Research Memoranda 0013, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    10. Manrique Hernández-Ramírez & Ronald Mora-Esquivel & Juan Carlos Leiva, 2022. "Orientación emprendedora y desempeno innovador en mipymes. El rol moderador de la orientación estratégica," Estudios Gerenciales, Universidad Icesi, vol. 38(162), pages 95-108, March.
    11. A. Emre Demirci, 2013. "Strategic Representation of an Abstract Reality: Spiraling Relations between Organizational Culture and Innovativeness," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 4(3), pages 39-55, August.
    12. Hock-Doepgen, Marianne & Clauss, Thomas & Kraus, Sascha & Cheng, Cheng-Feng, 2021. "Knowledge management capabilities and organizational risk-taking for business model innovation in SMEs," Journal of Business Research, Elsevier, vol. 130(C), pages 683-697.
    13. Julia Naranjo-Valencia & Ricardo Vidal-Patiño & Gregorio Calderón-Hernández, 2019. "Characterization of Innovation Research Published in Latin American Journals Indexed in WoS," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(07), pages 1-38, November.
    14. Dritan Shoraj & Shyqyri Llaci, 2015. "Motivation and Its Impact on Organizational Effectiveness in Albanian Businesses," SAGE Open, , vol. 5(2), pages 21582440155, April.
    15. Gregorio Sánchez-Marín & Gabriel Lozano-Reina & Mané Beglaryan, 2022. "HRM Policies and SMEs Performance: The Moderating Role of CSR Orientation," Central European Business Review, Prague University of Economics and Business, vol. 2022(1), pages 85-110.
    16. Panagopoulos, Nikolaos G. & Avlonitis, George J., 2010. "Performance implications of sales strategy: The moderating effects of leadership and environment," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 46-57.
    17. Alev Ozer Torgaloz & Mehmet Fatih Acar & Cemil Kuzey, 2023. "The effects of organizational learning culture and decentralization upon supply chain collaboration: analysis of covid-19 period," Operations Management Research, Springer, vol. 16(1), pages 511-530, March.
    18. Hoang Linh VU & Dominique BONET FERNANDEZ, 2014. "Proposition d’un modèle de relations producteur-distributeur : une application à la gestion des conflits en contexte interculturel," Working Papers 2014-231, Department of Research, Ipag Business School.
    19. Gupta, Manjul & George, Joey F. & Xia, Weidong, 2019. "Relationships between IT department culture and agile software development practices: An empirical investigation," International Journal of Information Management, Elsevier, vol. 44(C), pages 13-24.
    20. Maitland, A. & Hills, L.A. & Rhind, D.J., 2015. "Organisational culture in sport – A systematic review," Sport Management Review, Elsevier, vol. 18(4), pages 501-516.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:53:y::i:5:p:469-479. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.