February, 2011    SAI-050

Turf Wars: what the intraorganisational conflict literature may contribute to our understanding of marketing strategy implementation

The problem of strategy non-implementation is important and complex but poorly understood. This paper published in the Journal of Strategic Marketing explores the explanatory value of theories regarding intraorganisational conflict. It concludes that certain concepts from this area, when augmented with ideas from the social psychology literature and empirical observations of marketing’s interface with other functions, help our understanding of marketing strategy implementation. This may form the basis of future work towards improving the understanding and management of strategy implementation.