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Antecedents and outcomes of marketing strategy comprehensiveness

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A key feature of the marketing strategy development and implementation process is marketing strategy comprehensiveness (MSC). Comprehensiveness, which involves extensive and exhaustive information search and analysis in marketing strategy decision making, is a critical concern of marketing managers and represents a crucial component of a quality marketing strategy. In this study, the authors examine the factors that affect MSC and the conditions in which it influences project-level performance. The authors find that process reward has a positive impact on MSC. This indicates that by specifying, monitoring adherence to, and rewarding process activities in marketing strategy development, managers provide significant incentives for project members to broaden the search for strategic alternatives and deepen their analysis for marketing strategy development. Another finding is that task conflict has a more negative impact on MSC when conflict avoidance is higher. This suggests that avoiding conflicts may stifle the positive effect of task conflict. The authors also find that extra-industry relationships enhance MSC. This indicates that through extraindustry relationships, project members are exposed to diverse information and perspectives, which help them discover and analyze different alternative strategic options. In terms of the direct effect of MSC on performance, the authors find that MSC alone does not influence performance. Instead, MSC has a positive effect on performance when combined with implementation speed.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Marketing management Market strategy studies
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data