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The purpose of this paper is to examine the mediating role of the marketing strategy process in the relationship between innovativeness and organizational performance in SMEs.

The partial least squares-structural equation modeling technique was used to analyze data from Brazilian SMEs that belong to the software sector. Innovativeness was considered as a cultural aspect of the firm, which is related to being open to new ideas. The marketing strategy process was analyzed considering its two dimensions, i.e., formulation and implementation of marketing strategies. Organizational performance included variables of market, financial and innovation performance.

The results show that innovativeness positively influences organizational performance through the marketing strategy process. Specifically, the formulation of marketing strategies mediates the relationship between innovativeness and organizational performance. Implementation by itself does not mediate this relationship. When considering the path formulation→implementation as mediator, the influence is positive, i.e., formulation positively influences the implementation of marketing strategies and this path mediates the relationship between innovativeness and organizational performance. Therefore, the mediating role is stronger when considering the formulation-implementation path than when taking into account the activities of the formulation and implementation of marketing strategies separately.

This study contributes to the literature by discussing how innovativeness influences SMEs’ performance through subsequent stages of the marketing strategy process. This is one of the first studies to consider activities in the marketing strategy process as a mediator in the innovativeness-performance relationship and explore its sequence.

The main objective of this paper is to consider how firms set about strategising in marketing and the nature of their implementation effort. Prior research has not considered the alternative means of implementation that firms display in practice.

A model is developed from a mid‐level (marketing) managerial perspective by comparing three groups of strategy implementation types (“change”, “collaborative”, and “cultural”) against five contextual and process characteristics of marketing strategy implementation.

Contrary to literature that has recommended bottom‐up marketing planning, the findings show if the firm displays an implementation environment characterised by hierarchical structures and strong top‐down influences, then marketing strategy implementation will be more effective.

More analysis of the daily lives of mid‐level employees is essential to improve the understanding of the key implementation success factors. Also, more research is needed on the influence of firm factors, such as culture, structure and management style, in determining the context for implementation.

The strategic paradox in the results suggests that there is a need for a degree of top‐down imposition, yet it also suggested that fostering the cooperation of mid‐level marketing managers through bottom‐up initiatives is required in the implementation process.

Provocatively, the paper concludes that the movement to restructure corporate hierarchies should not amount to a rejection of hierarchy as an organising principle in terms of implementing marketing strategies more effectively. The data indicate that a hierarchical implementation style will positively enhance the performance of those strategies.

The exponents of marketing planning have for over a decade warned of the internal operational, cultural and process impediments to the effective implementation of marketing plans. Recently, they have been joined by the market segmentation specialists and many of the “gurus” of modern marketing management. Unfortunately, the syllabi of most business school marketing courses and the content of their recommended textbooks fail to reflect this concern for implementation issues. Marketers must provide the necessary internal operational and resource requisites for effective marketing planning, utilise suitable processes for undertaking these activities, and manage the on‐going implementation of the recommended marketing plans.

Successful segmentation and implementation are crucial for firms. This paper aims to focus on what areas small- and medium-sized enterprises (SMEs) consider when implementing new target segments in the organization. If firms do not understand the potential complexity and plan for implementation, they risk overlooking important areas that cause organizational resistance and failure in the market.

This paper builds on a literature study and five SME case studies based on 44 interviews and 10 intervention workshops.

The authors identify key areas of change that SMEs consider when planning to implement segments in the organization, including marketing strategy and plans, organizational aspects and implementation processes. Organization changes and sales plays are key considerations among SME managers. The authors further identify four categories characterized by different degrees of marketing and organizational changes that SMEs face when implementing new target segments, reflecting SMEs former choices.

This research is based on interviews and workshops that bring managers into a situation where they can evaluate needed changes to implement segments. The managers can express the complexity and the effect of the implementation.

This paper presents considerations and insights derived from SMEs and discusses how firms can be better equipped to implement new segments.

This paper offers new insights and directions for segmentation literature, focusing on implementation and proposing how to advance the segmentation literature.

This paper aims to focus on the value of marketing dashboards, a key area of interest for scholars and practitioners. This study examines two critical outcomes of marketing dashboards: marketing strategy implementation speed and market information management capability. Additionally, the research analyzes the impact of the firm’s internal structure on the relationship between marketing dashboards and the outcomes.

A conceptual model grounded in the knowledge-based view of the firm is tested. The research uses survey data collected from marketing professionals employed within business-to-business firms. Data from the key informants are analyzed using structural equation modeling.

The results demonstrate that marketing dashboards are significantly related to marketing strategy implementation speed and market information management capability. Centralization exhibits a negative moderating effect, and formalization exhibits a positive moderating effect on the relationship between marketing dashboards and marketing strategy implementation speed. Marketing strategy implementation speed and market information management capability are related to market performance.

Through the examination of main and moderating relationships, this paper demonstrates that marketing strategy implementation speed and market information management capability are key integration mechanisms that leverage the marketing dashboard resources.

The purpose of this paper is to present taxonomy of marketing strategy concepts and integrative frameworks that differentiate and integrate its formulation and implementation processes.

The paper is conceptual based on a review of academic literature on marketing strategy chronicled in major marketing journals January 1990‐April 2006. We present selected references classified by key marketing strategy topics for further pursuit by interested readers. Also, the paper reflects our experience and views based on practices chronicled in corporate case studies and trade journals.

The literature casts marketing strategy formulation and implementation in the context of strategic planning and marketing strategy process models. The focus of the strategic planning model is on achieving corporate financial objectives through the implementation of product, pricing, promotion, and place (distribution) programs. The focus of the marketing strategy process model is on the formulation of segmentation, targeting, differentiation, and positioning strategies to create, communicate, and deliver the value to the customer resulting in gaining customer satisfaction and loyalty; i.e. marketing objectives.

The propositions and frameworks constitute guidelines useful in the process of marketing strategy formulations and implementation by practitioners and establish bases for academic researchers to test concept validity, examine concept differences, and explore concept relationships.

This paper advances propositions that clearly differentiate, but interrelate, marketing strategy formulation and implementation processes and recast the strategic planning financial‐oriented model and the marketing strategy process models into a set of frameworks to demonstrate that: the road to healthy financial results must first be paved by sound marketing strategies; explicitly state and underscore the role of branding and organizational strategies in mediating formulated marketing strategy into actionable marketing programs; and broaden the concept of firm orientation to reflect its role in mediating corporate strategy into a set of functional strategies including marketing.

It is increasingly being recognised that cross‐unit working relationships have a key role to play in the successful implementation of marketing decisions. Although there is a substantial body of literature on marketing's interactions with other functions, particularly technical units such as R&D, within the context of the new product development (NPD) process, linkages between marketing and human resources (HR) have not been empirically investigated although they are widely advocated in both the marketing and HR management literatures. The conceptual model presented and tested in this paper focuses on the antecedents of effective marketing/HR interactions and posits successful marketing strategy implementation as an outcome of these. Results from a study of UK service organisations suggest that implementation effectiveness is affected negatively by conflict and positively by communication and specifically, interpersonal, not written. In turn, these interdepartmental dynamics are affected by senior management support, joint reward systems, and informal integration. A number of conclusions are drawn which have important implications for managers and researchers alike.

The purpose of this paper is to contribute to the understanding of relationship between implementation process of marketing concepts and the culture at the small- to medium-sized enterprise (SME) level of the Omani economy. The marketing culture and behavior provide a comprehensive insight into the implementation process of marketing concepts in SME sector in Oman. This paper seeks to explore the marketing culture of the firm’s members and to what extent they can support or create barriers to the successful implementation of the marketing concept in Al Buraimi region – Oman.

A quantitative approach was used to explore the impact of organizational culture on the implementation of marketing concepts on SMEs; to achieve the objective of this study, the paper based on a sample of 240 of SME sector in Al Buraimi. Simple Random Sampling was used for the sample distribution. The IBM analysis program Statistical Package for Social Sciences was used to process the data sets.

The findings of this study support the argument about the positive relationship between the implementation of marketing concepts and organizational culture. In the Omani context, organizational culture is related to the whole society’s culture, which has changed over recent years due to changes in lifestyle and consumer behavior. All of this affects the SME sector and its ability to create new ideas for the marketing process.

The paper finds that there is a logic and structure to the culture and the implementation process of marketing concepts. It helps to identify the impact of the culture of the SME on the implementation of marketing in the SME sector on the Omani economy in light of the new orientation on the part of decision makers in terms of increasing the importance of non-oil activities.

The purpose of this paper is to examine the generalizability of the customer relationship management (CRM) scale originally developed by Sin et al. as well as to investigate the strength of linkages between CRM implementation components and business performance in Jordan's financial service organizations (FSOs).

Using a quantitative methodology, data were collected through a survey that included FSOs that are operating in the Jordanian market. The original adopted CRM scale was administered to 12 banks and 18 insurance companies that were found to be implementing CRM. An overall number of 320 questionnaires were sent to these banks and insurance companies' top management members who were directly involved in CRM implementation and performance assessments. Exploratory and confirmatory factor analyses were used to assess the generalizability of the CRM scale developed by Sin et al. Structural path model analysis was also used to test the research hypotheses concerning the relationship between CRM implementation and business performance.

The results suggest that the CRM implementation scale originally developed by Sin et al. does generalize to a Jordanian FSOs context. The findings indicate that there is a positive and significant relationship between CRM implementation components and FSOs' business performance comprised of financial and marketing performances. CRM organization and technology‐based CRM are the strongest predictors of variations in FSOs' business performance.

This paper is the first systematic research project in Jordan that isdevoted to investigating the scale and components of CRM implementation in Jordan and in the Middle East.

Due to the high penetration of social media and mobile devices in the recent decade, especially with the coronavirus, digital media tools have become a priority for marketing managers. Digital content marketing (DCM) is one of the crucial ingredients of the digital marketing strategy of businesses, which proposes value to the audience through brand-related and relevant content. The tourism industry is also trapped in the digital wave and has witnessed fundamental changes in how customers communicate. The growth of investment in DCM in this industry to introduce tourist attractions and acquire tourists calls for more research to explore multiple aspects of these initiatives' implementation. Despite the importance of DCM, there is no clear understanding of its implementation's various components. Therefore, the primary goal of the current study is to design a new comprehensive framework of DCM implementation that integrates its antecedents, process, and consequences in the tourism industry.

The mixed method was applied to achieve the research goal. The initial criteria and main components of the framework were identified with a comprehensive literature review to develop the framework. To enrich the initial criteria, some semi-structured interviews with experts were conducted; then, the extracted criteria and sub-criteria were prioritized and weighted using the quantitative best-worst method (BWM).

The results indicate that the proposed integrated framework contains three categories of antecedents, processes, and consequences and 12 main concepts. The weights and ranks of the extracted concepts and their sub-criteria are calculated using BWM.

The proposed framework helps managers have a big picture of the DCM strategy to successfully implement and consider the multiple dimensions of such initiatives. The proposed framework provides actionable insight for digital marketing decision-makers to manage such projects effectively and plan appropriate actions for progress.

A review of content marketing reveals that there are few studies conducted that integrate the components of the DCM implementation process, including antecedents, process, and consequences. This research is one of the first in the field of DCM implementation in the tourism industry to fill this theoretical gap. The main contribution of this research is to design a new integrated framework for DCM implementation that offers a holistic view of antecedents, process, and consequences.