Success and Failure in Marketing Strategy Making: Results of an Empirical Study across Medical Markets:

@article{Smith2003SuccessAF,
  title={Success and Failure in Marketing Strategy Making: Results of an Empirical Study across Medical Markets:},
  author={Brian David Smith},
  journal={Journal of Medical Marketing},
  year={2003},
  volume={3},
  pages={287-315}
}
  • B. Smith
  • Published 1 September 2003
  • Business
  • Journal of Medical Marketing
This is the second in a trilogy of papers reporting on a five-year research project into marketing strategy making in medical markets. Following on from the weak marketing strategy observed in the first paper, this work explains the origins of marketing strategy process failure in terms of incongruence with market and organisational culture conditions. It concludes that any generic approach to marketing strategy making fails most companies, and that an organisationally tailored process is… 
Making Marketing Happen: How Great Medical Companies Make Strategic Marketing Planning Work for Them
This is the third in a trilogy of papers reporting a five-year research project into marketing strategy making in medical markets. Following on from the weaknesses in marketing strategy observed in
Marketing Masterclass: Excellence in Medical Marketing: Origins, Definition and Precursors:
The maturation of markets such as pharmaceuticals, medical devices and diagnostics means that superior strategic marketing skills are now a necessary precondition for competitive advantage in those
Mind-Set and Market Segmentation in the Pharmaceutical Industry: An Assessment of Practice in the UK
ABSTRACTThis paper describes an empirical study of market segmentation practice in the pharmaceutical industry. It finds that, by comparison with best practice observed both in other sectors and
Formal Marketing Planning and Performance: The Case of Transitional Economy
This analysis aims to identify the weaknesses in the marketing planning process in companies in a transitional economy and, confirm the connection between continuous formal marketing planning and
Antecedents and outcomes of mid-level marketing managers product-market strategy implementation behaviour.
This thesis presents a study of mid-level marketing managers' behaviour in product-market strategy implementation with the overall objective of understanding how the performance of product-market
Excellence in market access strategy: A research-based definition and diagnostic tool
TLDR
The content of market access strategy is poorly defined and is often inconsistent, leading to uncertainty about how and when products and services will be available to the public.
Does brand differentiate pharmaceuticals?
TLDR
Emotional brand in pharmaceutical industry exists and enables author to draw a model of Customer/product life cycle that describes likely impact of functional, emotional and self-expressive benefits throughout pharmaceutical product's market presence.
Job Profiles of Early-Career Graduate Marketers: an Analysis of Marketing Duties and Jobroles
This paper identifies the jobroles and duties required of marketing graduates within early career posts. Content analysis of 130 advertised posts" job specifications identified 726 occurrences of
NATO Acquisition and Agency Reform
The North Atlantic Treaty Organization (NATO) is an international security alliance that is also an acquisition organization with 14 separate Agencies that develop, procure, or maintain systems for
Discretion is the better part of value: five research-based rules for ensuring that strategy implementers implement
Without effective implementation, strategic planning is a futile exercise. In knowledge-intensive markets, such as those for pharmaceuticals and medical technology, the most important, value-creati...

References

SHOWING 1-10 OF 145 REFERENCES
An Empirical Investigation of Marketing Strategy Quality in Medical Markets
This is the first in a trilogy of papers reporting a five-year research project into marketing strategy making in medical markets. This first paper reports an empirical assessment of marketing
The effectiveness of marketing strategy making processes in medical markets
TLDR
This thesis tests and develops Burrell and Morgan’s congruency hypotheses as an explanation of the effectiveness of marketing strategy making processes, and confirms the value of planning in complex markets, extends the concept of a “requisite” process and contributes new ideas for the deliberate management of marketing Strategy Making processes.
MARKETING PLANNING FOR IMPROVED PERFORMANCE: A COMPARATIVE ANALYSIS
This article reports the findings of an investigation into marketing management in the Netherlands. It specifically analyses the level of marketing orientation and practice in Dutch industry and also
Implementing marketing strategy
This paper reviews the issue of implementation in marketing strategy development, adopting a perspective emphasizing issues of the decision‐making process, and drawing on the broader literatures of
Marketing planning processes in UK and US companies
Empirical evidence indicates that marketing planning is not as straightforward as the prescriptive literature suggests, and that it is a multidimensional process. As none of the empirical studies
Market Orientation and the Marketing Strategy Process
Market orientation refers to the generation, dissemination, and responsiveness to market intelligence by organizations. The focus in this paper is on the process of strategy formulation and
Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework
The authors review and integrate various theoretical perspectives, normative statements, and pieces of empirical evidence about the organizational structures and processes best suited for
Ten barriers to marketing planning
This paper serves as a wide‐ranging review of why, given the acknowledged benefits to be enjoyed by companies carrying out formalised marketing planning, most industrial companies still rely largely
Marketing, Strategic Planning and the Theory of the Firm
The strategic planning process is inextricably linked with the issue of corporate goal formulation. It is argued that greater progress will be made in understanding marketing's participation in
...
...