Marketing strategy implementation success factors : a qualitative empirical investigation of service organizations in Jordan

الملخص EN

-The aim of this empirical research was to gain a deeper understanding of Marketing Strategy Implementation (MSI) success factors in service organisations in Jordan.

Drawing on a thorough examination of MSI literature review and using a qualitative methodology (in-depth interviews), the author presents an inductive descriptive model of MSI which extends our understanding of MSI literature.

A qualitative methodology was employed in which 42 in-depth interviews were carried out with marketing managers and executives across service organisations to understand the MSI success factors as experienced by those managers.

This exploratory research findings supported the MSI literature that advocated a broader conceptualisation and domain of MSI.

This literature advocated that the success of MSI should move beyond the traditional marketing department boundaries to include the organisational context and culture in which the MSI is taking place.

The inductive model suggested five major factors that affected the success of MSI from managers’ experiences.

These factors were superior marketing competencies, organisational culture, managing and coping with external business environment, practising internal marketing, and adapting organisational structure to newly formulated marketing strategy.

The qualitative findings suggested that superior marketing competencies and organisational culture, as cited by the managers, were among the most important factors that exerted a strong influence on the success of MSI.

The inductive model factors composite a set of complex activities that are intertwined in a way that affects the success of MSI, and managers need to understand their relationships and inter-related factors in order to implement a marketing strategy successfully and more effectively.

Finally, this research offered managerial implications that managers may benefit from for MSI success factors and future research opportunities were also delineated in the field of MSI