Dynamic strategic marketing planning: the paradox of concurrently reconfiguring and implementing strategic marketing planning

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dc.contributor.authorTheoharakis, Vasilis
dc.contributor.authorZheng, Yuyan
dc.contributor.authorZhang, Long
dc.date.accessioned2024-02-15T11:02:07Z
dc.date.available2024-02-15T11:02:07Z
dc.date.issued2024-02-01
dc.description.abstractTraditional marketing planning may not be as effective in today’s challenging environments for achieving the dual imperative of meeting objectives and continuously improving market fit. Therefore, we introduce the concept of dynamic strategic marketing planning (DSMP) as a higher-order capability that requires the concurrent orchestration of marketing planning, senior management-led strategic implementation, and change as operationalized through the reconfiguration of processes and resources. With responses from 313 CEOs, we demonstrate that DSMP does overcome the innovativeness rigidities found in ordinary marketing planning capabilities. While DSMP is associated with higher levels of innovativeness, it also achieves higher levels of financial performance over ordinary marketing planning capabilities. Our findings seek to transform marketing planning practice by requiring that its implementation receives the attention of senior managers and combines reconfiguration processes that promote the renewal of plans and capabilities.en_UK
dc.identifier.citationTheoharakis V, Zheng Y, Zhang L. (2024) Dynamic strategic marketing planning: the paradox of concurrently reconfiguring and implementing strategic marketing planning. Journal of Business Research, Volume 174, March 2024, Article number 114525en_UK
dc.identifier.issn0148-2963
dc.identifier.urihttps://doi.org/10.1016/j.jbusres.2024.114525
dc.identifier.urihttps://dspace.lib.cranfield.ac.uk/handle/1826/20804
dc.language.isoenen_UK
dc.publisherElsevieren_UK
dc.rightsAttribution 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/*
dc.subjectMarketing planningen_UK
dc.subjectStrategic implementationen_UK
dc.subjectDynamic capabilitiesen_UK
dc.subjectReconfigurationen_UK
dc.titleDynamic strategic marketing planning: the paradox of concurrently reconfiguring and implementing strategic marketing planningen_UK
dc.typeArticleen_UK
dcterms.dateAccepted2024-01-15

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