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Leveraging Strategic Planning to Navigate Volatile Environments

In: Creating Economic Stability Amid Global Uncertainty

Author

Listed:
  • Enrique Murillo

    (Universidad Panamericana)

  • Connie Atristain-Suárez

    (Universidad Panamericana)

Abstract

Periods of rapid change underscore the importance of Strategic Planning as a managerial lever for decision-making in the face of environmental volatility. This study examines the effect of two strategies implemented by a university as part of the strategic plan devised to respond to the COVID-19 pandemic. Student assessments of brand promise delivery and an updated corporate visual identity (CVI) are measured through an online survey (n = 288). Brand promise delivery has a substantive effect on the university’s reputation and brand advocacy, in both cases mediated by brand image and student satisfaction. The new CVI positively moderates the relationship between brand promise delivery and brand image. By focusing on the impact of two marketing strategies, the study illustrates the cyclical nature of the Strategic Planning process, and how successive cycles of planning can benefit from the knowledge gained through empirical research. Managerial applications are suggested.

Suggested Citation

  • Enrique Murillo & Connie Atristain-Suárez, 2023. "Leveraging Strategic Planning to Navigate Volatile Environments," Springer Books, in: Enrique Murillo & Paolo Riccardo Morganti & Javier Moreno Espinosa (ed.), Creating Economic Stability Amid Global Uncertainty, chapter 0, pages 189-217, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-41386-5_9
    DOI: 10.1007/978-3-031-41386-5_9
    as

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