NDLI: The paradox of a marketing planning capability

Content Provider	Springer Nature Link
Author	Slotegraaf, Rebecca J. Dickson, Peter R.
Copyright Year	2004
Abstract	Strategy scholars have long debated the value of formal planning, and research has offered inconsistent support for planning to enhance firm performance. Given these mixed empirical effects, we draw from the resource-based view of the firm to illustrate a paradox firms may face. In particular, a strong marketing planning capability may not only reduce the incidence of postplan improvisation but also contain inherent process rigidity. Since both of these can also increase performance, results illustrate a performance paradox in marketing planning.
Starting Page	371
Ending Page	385
Page Count	15
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	32
Issue Number	4
e-ISSN	15527824
Language	English
Publisher	Springer-Verlag
Publisher Date	2004-01-01
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	marketing planning capability written marketing plan improvisation planning paradox Business/Management Science Marketing Social Sciences
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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The paradox of a marketing planning capability