Implementation Challenges: Triggers for Interactions in Marketing Strategy MakingConference papers
Document TypeConference Paper
RightsThis item is available under a Creative Commons License for non-commercial use only
AbstractThe old and familiar tools of marketing strategy-making (MSM), which breed sameness and repetition, no longer apply in today’s dynamic market environment. Despite the need for new insights, we understand little of how MSM actually occurs in practice. Departing from the common focus- on the prescriptive tools and techniques of strategy– we apply a marketing-as-practice (M-as-P) lens to our exploration of how organisations engage in strategy making. We utilise an in-depth case study to explore problemistic search behaviour and individuals interactions in developing strategic marketing campaigns and uncover specific consultative and collaborative interactional practices.
Citation InformationBrowne, S. Lawlor, K. Sharkey-Scott, P. Cuddihy, L. Implementation Challenges: Triggers for Interactions in Marketing Strategy Making. 2012. European Group for Organization Studies (EGOS) conference 2012, Hanken School of Economics, Helsinki, Finland.