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Marketing's Role In The Implementation Of Business Strategies: A Critical Review And Conceptual Framework

Orville C. Walker, Robert W. Ruekert

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The authors review and integrate various theoretical perspectives, normative statements, and pieces of empirical evidence about the organizational structures and processes best suited for implementing different types of business strategies. Particular emphasis is given to the relationship of different types of structure, processes, and policies involved in the performance of marketing activities to the overall performance of different business strategies. Several specific research propositions are developed.