Objective
How can innovative marketing strategies be effectively implemented? While marketing scholars agree widely on the importance of effective strategy implementation for strategies’ performance outcomes, effective implementation of innovative marketing strategies and its relationship to firm performance is still not understood well.
As a result, while firms invest significant amounts of resources in the implementation of their marketing strategies, many implementation initiatives fall far behind expectations and more often than not firms’ considerable investments in innovative strategies do not result, if at all, in notable effects on their performance. Against this background, the proposed research aims at investigating the effective implementation of innovative marketing strategies and how strategy implementation efforts affect both, the strategy-performance link and the sustainability of firms´ competitive advantage. Theoretically, this research is a much-needed step toward better understanding one of marketing´s key concepts (i.e. marketing strategy implementation). Given the scattered and fragemented research on the subject, the proposed research is likely to break ground for and inspire a systematic research stream on marketing strategy implementation in the future. From a managerial perspective, the findings will inform firms about effective ways to substantially improve the returns on their investment in innovative marketing strategies. As European firms must increasingly focus on the development of innovative marketing strategies to excel on global markets, this knowledge will help them to gain and sustain leading positions on their markets—and prevent them from having great strategies, but nevertheless failing on the market.
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
FP7-PEOPLE-2011-CIG
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Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
MC-CIG - Support for training and career development of researcher (CIG)
Coordinator
35390 GIESSEN
Germany
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.