Paper
Journal of Medical Marketing (2003) 3, 287–315; doi:10.1057/palgrave.jmm.5040132
Success and failure in marketing strategy making: Results of an empirical study across medical markets
Brian Smith
PragMedic, 8 Cannonsfield Road, Welwyn, Hertfordshire, AL6 0QH, Tel: +44 (0)1438 712 441; fax: +44 (0)1438 712 442; Email: PragMedic@aol.com
Revised 23 May 2003.
Abstract
This is the second in a trilogy of papers reporting on a five-year research project into marketing strategy making in medical markets. Following on from the weak marketing strategy observed in the first paper, this work explains the origins of marketing strategy process failure in terms of incongruence with market and organisational culture conditions. It concludes that any generic approach to marketing strategy making fails most companies, and that an organisationally tailored process is required.
Keywords:
marketing strategy, strategy process, medical
