Document Type

Conference Paper


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


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.


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.


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Marketing Commons