Tracing Emergent Processes in Marketing Strategy Formation

Abstract

Though a process perspective has been adopted in emerging conceptualizations of strategic marketing, little attention has been given to process issues in marketing strategy research. Using an exploratory case research approach in conjunction with network analysis, the authors trace emergent processes in marketing strategy formation and identify key organizational players. The concept of autonomous strategic behavior is explored and linked to strategic marketing processes in the firm. Key managerial and research implications are highlighted.