Marketing Implementation: The Implications of Marketing Paradigm Weakness for the Strategy Execution Process

Abstract

Reviewing the marketing strategy implementation issue in an era of a weaker marketing paradigm contrasts tradi tional sequential flow models of implementation with the “strategy formulation/implementation dichotomy” and leads to the emergence of a processual view of implemen tation. The processual view clarifies the underlying behav ioral and organizational factors that build strategy implementation capabilities. These underlying factors are at risk from a weaker marketing paradigm. The weakening of the marketing paradigm is discussed in terms of the downsizing and disappearance of the marketing function, but more fundamentally in the loss of strategic influence for marketing in the face of competing management para digms such as the “lean enterprise” and “lean thinking”. The conclusion is that the impact on implementation ca pabilities is being felt first in companies where the mar keting paradigm has been traditionally weak, but that this may be prototypical for other companies in the longer term. A number of important areas for conceptual and empirical attention are indentified.