Marketing Strategy implementation

Essentially, until the implementation process reaches a satisfactory level (e.g. in terms of accomplishing performance standards) a Marketing strategy remains a plan not an operational reality. This particular observation led Gummesson (1974) to conclude that the ability and strength to execute a decision is more crucial for success than even the underlying analysis.

A review of the pertinent literature is indicative of an undue bias toward formulation almost to the neglect of implementation (Noble, 1999; Noble and Mokwa, 1999; Piercy, 1989; Walker and Ruekert, 1987).
Bonoma and Crittenden (1988) attribute this literature imbalance to a long held, misguided assumption among both academics and practitioners that Marketing Strategy implementation inevitably supersedes formulation provided the plan displays analytical sophistication. Second, what empirical evidence there is overwhelmingly suggests that implementation in practice is fraught with difficulties and generally falls short of expectations (e.g. Nutt, 1983). This is neatly captured by Meldrum (1996, pp. 30), who states, “One of the concerns about marketing as a management discipline is the inability of organizations to put into practice the policies devised in its name”. It is interesting to note that poor implementation is a long outstanding concern first brought to light by early writers (e.g. Barksdale and Darden, 1971; Felton, 1959) with Churchman (1975) aptly labeling it “the implementation problem”.

How can we improve Marketing Strategy implementation?

A) Development and Support of effective internal as well as external communication patterns may well reduce barriers and reduce dysfunctionalities and conflicts.

B) Skilled and Competent Implementers (for example, sales-reps who can eventually justify relationship excellence standards).

C) Organizational Redesign (for example, modification of strategic orientation in parallel to adoption of customer-oriented Marketing infrastructures).

D) Design and implementation of innovative internal Marketing programs / practices, targeted at key groups in the company, alliance partner companies, and other influencers.