Business Commons^™

Marketing Strategy Implementation Impediments And Remedies: A Multi-Level Theoretical Framework Within The Sales-Marketing Interface, Avinash Malshe, Douglas E. Hughes, Valerie Good, Scott B. Friend

Peer Reviewed Articles

Why do marketing strategies fail? This persistent question attracts significant attention and resource investments given its associated performance implications. Existing research suggests that most marketing strategies suffer due to poor implementation; however, the nuances of strategy implementation impediments and their accompanying remedies remain underdeveloped. To contribute to this line of inquiry, the authors use multi-level qualitative data to capture cross-functional dynamics that traverse the organizational hierarchy and are critical to marketing strategy implementation. The data collection procedure consisted of depth interviews with 48 informants within eight organizations, constituting sales-marketing dyads at three hierarchical levels (senior, middle, and frontline) within each …