In pursuit of the "ideal approach" to successful marketing strategy implementation

Purpose – The main objective of this paper is to consider how firms set about strategising in marketing and the nature of their implementation effort. Prior research has not considered the alternative means of implementation that firms display in practice. Design/methodology/approach – A model is developed from a mid-level (marketing) managerial perspective by comparing three groups of strategy implementation types (“change”, “collaborative”, and “cultural”) against five contextual and process characteristics of marketing strategy implementation. Findings – Contrary to literature that has recommended bottom-up marketing planning, the findings show if the firm displays an implementation environment characterised by hierarchical structures and strong top-down influences, then marketing strategy implementation will be more effective. Research limitations/implications – More analysis of the daily lives of mid-level employees is essential to improve the understanding of the key implementation success factors. Also, more research is needed on the influence of firm factors, such as culture, structure and management style, in determining the context for implementation. Practical implications – The strategic paradox in the results suggests that there is a need for a degree of top-down imposition, yet it also suggested that fostering the cooperation of mid-level marketing managers through bottom-up initiatives is required in the implementation process. Originality/value – Provocatively, the paper concludes that the movement to restructure corporate hierarchies should not amount to a rejection of hierarchy as an organising principle in terms of implementing marketing strategies more effectively. The data indicate that a hierarchical implementation style will positively enhance the performance of those strategies