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.
Now would be a great time to build a marketing plan the plan will change and evolve over time but having a structure helps to make sure that your marketing spend is aligning with your goals without being completely ad-hoc, spray and pray of the day. “the paradox of a marketing planning capability” the marketing planning capability is a skill to anticipate the shape of an uncertain future it also is a skill to generate alternatives for operating effectively in changing environments it is a skill to implement new plans rapidly and efficiently as well. Marketing planning capability written marketing plan improvisation planning paradox rebecca j slotegraaf ([email protected]) is an assistant professor of marketing in the kelley school of business at indiana university. Paradox of a marketing planning capability, slotegraaf and dickson (2004) argue that there is mixed empirical evidence at best to support the idea of having strong planning capabilities in an organization. “the paradox of a marketing planning capability” the marketing planning capability is a skill to anticipate the shape of an uncertain future it also is a skill to generate alternatives for operating effectively in changing environments.
Marketing planning capability may influence the compre- hensiveness and budgeting approach within a marketing plan we then focus on the incidence of postplan improvi- sation, examining the potential rigidities from a firm's marketing planning capability and marketing plan con- tent.
The paradox of a marketing planning capability rebecca j slotegraaf indiana university peter r dickson paradox for marketing planning we also purport that the incidence of postplan improvisation has a positive, direct effect on firm performance, which has important implica.
View this essay on paradox of a marketing planning capability slotegraaf as a matter of background there is support for the idea that formal budgeted marketing essay paradox of a marketing planning capability slotegraaf and 90,000+ more term papers written by professionals and your peers.