Two dimensions determine the success of a strategy: the strategy itself and an organization’s ability to implement it. A useful starting point in considering success or failure is outlined in Figure. Bonoma (1984) examines the appropriateness of the strategy and the effectiveness of execution skills, thus establishing four general positions:
Strategy and execution.
Clearly, there is an issue of subjectivity within defining good /bad and appropriate /inappropriate and it is all too easy to be wise after the event. It is simple to classify a strategy as inappropriate after it is deemed to have failed. The key quest is to ensure strategies fall into the ‘success’category.
Effective implementation can be viewed in terms of:
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Marketing Strategy Tutorial
The Strategic Perspective
Developing A Future Orientation
Targeting, Positioning And Brand Strategy
Product Development And Innovation
Alliances And Relationships
The Strategic Marketing Plan
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