How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success

Nashwan Mohammed Abdullah Saif
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Nashwan Mohammed Abdullah Saif: Wuhan University of Technology

International Journal of Innovation and Economic Development, 2015, vol. 1, issue 3, 7-15

Abstract: Marketing strategy has been a focus of organizations and a tool for attaining overall firm performance. Our study contributes to the existing study of marketing strategy by supporting a relationship between marketing strategy factors and overall firm performance. Deduction from existing literature enabled a construction of a conceptual model that explains overall firm performance. Promotion, pricing, distribution, and product standardization and adaptation have an impact on sales, customer and financial performance of firms. The study suggests that the impact is mediated by marketing strategy implementation success. At the same time the impact of moderating factors of product homogeneity, stage of product life cycle and competitive intensity are present.

Keywords: Marketing strategy; marketing mix; Marketing strategy implementation success; firm performance (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2015
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