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Title: Antecedents and outcomes of mid-level marketing managers product-market strategy implementation behaviour
Author: Barton, Lisa Ceinwen
ISNI:       0000 0004 2748 7496
Awarding Body: Cardiff University
Current Institution: Cardiff University
Date of Award: 2006
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This thesis presents a study of mid-level marketing managers' behaviour in product-market strategy implementation with the overall objective of understanding how the performance of product-market strategy implementation might be improved. A literature review from a number of fields is conducted in order to develop a guiding framework for the development of a conceptual model. By combining perspectives on product-market strategy implementation from a structural, contextual and interpersonal process perspective, the study provides a broad and integrative understanding of product-market strategy implementation performance. A holistic model encompassing situational antecedents to two dimensions of mid-level marketing managers' product-market strategy implementation behaviour (counterproductive work behaviour and citizenship behaviour) is presented. The outcomes of these dimensions of behaviour are assessed in terms of the internal and external effectiveness of product-market strategy implementation performance. A number of hypotheses are constructed linking situational antecedents to the dimensions of product-market strategy implementation behaviour and these dimensions of behaviour to product-market strategy implementation performance. The research design and empirical method used to test the hypotheses is developed and presented A questionnaire is designed and employed as the survey instrument to generate the data on the hypothesized relationships. The method of administration uses a four stage postal survey. The data generated are examined through an analysis of the descriptive statistics before scale construction through principal components analysis. The hypotheses are subsequently tested through correlation analysis and multiple linear regression analysis A discussion of the findings provides a number of conclusions that make a tangible contribution to knowledge and practice. Several directions for future research that emerge from the findings, in addition to opportunities presented from the limitations of the study are offered.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available