Column 1 · Strategy and Positioning · Era 4, Orientation and Relationships (1990s)
Strategy Making
Formulation, process · Major · Cluster I, Strategic Choice
Description
They conceptualized marketing strategy making as a process with dimensions including situation analysis, comprehensiveness, emphasis on marketing assets and capabilities, cross-functional integration, communication quality, and consensus commitment, and tested its antecedents and performance consequences.
Managerial Implications
How a marketing strategy is made predicts how well it performs: situation analysis, comprehensive alternatives, cross-functional integration, and resource commitment improve outcomes, while a poor emphasis on marketing assets and an unclear process undermine them. Treat strategy making as a designed process with clear roles and tests, and measure the process quality as well as the plan.