The impact of middle managers' roles on marketing strategy implementation : a study of a sample of middle managers

Abstract EN

This article aims to determine the impact of middle managers' roles on marketing strategy implementation, we relied on descriptive and analytical methodology based on variables description and data analysis and testing the hypotheses, the data were collected through a survey from 138 middle managers in 11 countries, and for testing the hypotheses we relied on structural equation modeling analysis SEM by using (SPSS 25 ; AMOS 22), the results showed that there are four main roles that have a positive impact on marketing strategy implementation, we mention it as follows : strategy coordinator, strategy influencer, strategy facilitator, resource allocator.