Implementation Challenges: Triggers for Interactions in Marketing Strategy Making

Authors

Sarah Browne, Technological University DublinFollow
Katrina Lawlor, Technological University DublinFollow
Pamela Sharkey Scott, Technological University DublinFollow
Laura Cuddihy, Technological University DublinFollow

Document Type

Conference Paper

Rights

Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Disciplines

Business and Management.

Publication Details

Paper presented at paper development workshop at European Group for Organization Studies (EGOS) conference 2012, Hanken School of Economics, Helsinki, Finland.

Abstract

The old and familiar tools of marketing strategy-making (MSM), which breed sameness and repetition, no longer apply in today’s dynamic market environment. Despite the need for new insights, we understand little of how MSM actually occurs in practice. Departing from the common focus- on the prescriptive tools and techniques of strategy– we apply a marketing-as-practice (M-as-P) lens to our exploration of how organisations engage in strategy making. We utilise an in-depth case study to explore problemistic search behaviour and individuals interactions in developing strategic marketing campaigns and uncover specific consultative and collaborative interactional practices.

DOI

https://doi.org/10.21427/D77B8V

Recommended Citation

Browne, S. Lawlor, K. Sharkey-Scott, P. Cuddihy, L. Implementation Challenges: Triggers for Interactions in Marketing Strategy Making. 2012. European Group for Organization Studies (EGOS) conference 2012, Hanken School of Economics, Helsinki, Finland.