MARKETING STRATEGY EFFICACY: AN INTERACTIVE MODEL OF PLANNING CAPABILITY AND MARKETING STRATEGY CHARACTERISTICS

摘要

The results provide evidence that marketing planning is significantly related to marketing strategy implementation effectiveness (β=.205, p<.05.), lending support for our first hypothesis (HI). Similarly, our next two hypotheses (H2 and H3) that suggest the direct effects of marketing strategy creativity and marketing strategy implementation speed both demonstrate positive, direct effects on marketing strategy implementation effectiveness (β=.525, p<.05 and β=.196, p<.05 respectively). In terms of the interactive effects in our model, marketing planning capability and marketing strategy creativity exhibit an interactive effect on marketing implementation effectiveness (β=.194, p<05) providing support for hypothesis 4a. We did not find, however, the same interaction between marketing planning capability and marketing strategy implementation speed. Thus, hypothesis 4b is not supported. For our final hypothesis (H5), we found a significant relationship between marketing strategy implementation and business unit performance (β=.510, p<.05.). Our analysis also revealed that firm age did not significantly affect business unit performance (β=.042, p>.05). We did find, however, that firm size had a significant effect on business unit performance (β=.247, p<.05).