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) FP7-PEOPLE - Specific programme "People" implementing the Seventh Framework Programme of the European Community for research, technological development and demonstration activities (2007 to 2013) Topic(s) FP7-PEOPLE-2011-CIG - Marie-Curie Action: "Career Integration Grants" Call for proposal FP7-PEOPLE-2011-CIG See other projects for this call Funding Scheme MC-CIG - Support for training and career development of researcher (CIG) Coordinator JUSTUS-LIEBIG-UNIVERSITAET GIESSEN Address Ludwigstrasse 23 35390 Giessen Germany See on map Region Hessen Gießen Gießen, Landkreis Activity type Higher or Secondary Education Establishments Administrative Contact Christian Veldman (Dr.) Links Contact the organisation Opens in new window Website Opens in new window EU contribution No data Participants (1) Sort alphabetically Sort by EU Contribution Expand all Collapse all UNIVERSITAET GRAZ Participation ended Austria EU contribution € 0,00 Address Universitatsplatz 3 8010 Graz See on map Region Südösterreich Steiermark Graz Activity type Higher or Secondary Education Establishments Administrative Contact Barbara Haselsteiner (Dr.) Links Contact the organisation Opens in new window Website Opens in new window Other funding No data
