The research found that strategic implementation is viewed by marketing management as operations-driven in nature. The authors uncovered 4 primary constructs from their data: implementation related outcome variables, dimensions of commitment, strategy factors and role factors. (Naidoo & Woo, 2011, p. 1122) Put in simpler terms, the authors identified strategy commi...
... middle of paper ...
...ting program success. They have demonstrated that mid-level marketing managers within Higher Education view individual commitment to the selected strategy, as well as the perceived significance of their role in implementation, as critical factors to role performance, and ultimately program success. Suggestions for follow up may include a closer analysis of successful and less successful HEI’s, to further understand how these factors influence the success or failure of these organizations’ marketing programs.
Kotler, P., & Keller, K. (2012). A framework for marketing management. (5 ed.). Upper Saddle River, NJ : Pearson Hall.
Naidoo, V., & Wu, T. (2011). Marketing strategy implementation in higher education: A mixed
approach for model development and testing. Journal Of Marketing Management,
27(11/12), 1117-1141. doi:10.1080/0267257X.2011.609132
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