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By Adele J. Huber

Adele J. Huber discovers firm's process implementation features are a key motive force of the recommendations' functionality results. Drawing on organizational studying concept, she identifies the organizational talents and strategies that represent a firm's process Implementation potential build and exhibits empirically that the idea that is especially worthy in explaining how cutting edge techniques translate right into a firm's functionality.

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E. implement) the brand strategies developed by the strategists. For example, brand strategists who have considerable implementation experience should be more aware of the fact that to achieve strategy effectiveness BSI is 3 A brand strategist's function may also be carried out by a team (Aaker 1996; Menon et al. 1999). Then, the strategist's characteristics discussed subsequently would relate to the brand strategy team. 26 Paper I required and should be better able to plan for and ensure effective BSI processes (Miller et al.

Literature review Figure 1 illustrates the organizing framework for the literature review on BSI. , firm performance), and (4) variables that moderate relationships among the framework's variables. 12 Paper I Determinants of BSI Brand strategy implementation (BSI) Organization-related determinants BSI processes BSI effectiveness • Brand strategy formulation-related characteristics • Organizational characteristics • Organizationallevel processes • Interpersonallevel processes • Individual-level processes • Internal effectiveness • External effectiveness Employee-related determinants Outcomes of BSI Firm-related outcomes Customer-related outcomes Employee-related outcomes Industry-/Market-related determinants Moderators Figure 1: Organizing framework for literature review Brand strategy implementation characteristics Bonoma (1984; 1985) has developed the basis of a comprehensive conceptualization of strategy implementation in marketing.

Note. E: Empirical study; C: Conceptual study. Table 4: Selected literature on moderators of Brand Strategy Implementation (BSI) Conclusion The variety of conceptual work, along with the limited but growing body of empirical evidence has still not drawn a clear picture of what constitutes effective BSI, in part because some research has not used theory at all and other research has used a wide range of different theories. , Menon et al. 1999; Noble and Mokwa 1999) and have used theories as diverse as role theories, social exchange theories, marketing control theories, and learning theories (King and Grace 2005; Thorpe and Morgan 2007a; Wieseke et al.

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