Marketing Strategy Process: analyzing the sequential relationships among its strategic activities

Abstract Purpose: Our focus in this paper was to analyze the activities inherent in marketing strategy making. We aimed to sequentially test the relationships between the activities belonging to the formulation and implementation processes of marketing strategy. Design/methodology/approach: We collected data from 105 firms through an online cross-sectional survey, using Partial Least Squares (PLS) path modeling for the data analysis. Findings: Considering the formulation of marketing strategies, our results show that communication quality positively influences cross-functional integration, which in turn affects strategic consensus. About strategy implementation, we have found that resource commitment is influenced by strategic consensus, and it influences the emphasis on marketing capabilities. Originality/value: The main contribution of this study is the relationships established between the marketing strategy process activities. We have changed the focus of the investigation from the causes and consequences of the strategy process to the analysis of how each element contributes to the process dynamics. We also contribute to the research stream on marketing strategy making by explaining how marketing strategy formulation and implementation may be related through strategic consensus.