Title: Investigating the effect of strategy formulation and implementation on the performance of marketing deputy of a company
Authors: Mohammad Ali Hatefi; Mehdi Ghorbi
Addresses: Department of Economics and Energy Management, Petroleum University of Technology (PUT), Sattarkhan Ave., Khosrow Jonoubi St., Tehran, Iran ' Department of Marketing, IRANKHODRO, 6th km Karaj. Makhsous Road, Tehran, Iran
Abstract: Considering the effect of strategic planning for orientation and leadership of corporations in the long-term path towards the defined goals, it is necessary to consider the effect of implementing this plan in operational and real level in the corporations, in order to lead the corporation in the correct and proper path by performing corrective actions and removing the corporation's deviations. This paper applies a model to investigate the effect of strategy formulation and implementation on the performance of firm marketing deputies in companies. The model could be applied in whole fields such as petroleum industry, agricultural fields, automobile industry, etc. As the case study, the model is applied in an automobile company industry. According to the results of this study, it was specified that strategy implementation causes the increase in customers' satisfaction with sale services of the company, but failed to promote the local currency share (CS) of its market.
Keywords: marketing deputies; strategic planning; hypothesis tests; strategic business; strategy formulation; strategy implementation; customer satisfaction; currency share; automobile industry; automobile marketing; sales services; performance evaluation.
International Journal of Strategic Business Alliances, 2015 Vol.4 No.2/3, pp.134 - 151
Received: 26 Jun 2014
Accepted: 29 Apr 2015
Published online: 28 Sep 2015 *