Abstract

This study investigated the impact of marketing strategy creativity and marketing strategy implementation effectiveness on the performance of the businesses with diverse strategic orientations. A survey questionnaire was used to collect the data from key sales and marketing personnel of business units in diversified industries of Pakistan. Stepwise regression analysis was used to address the question whether or not marketing strategy creativity had stronger impact on business unit performance than marketing strategy implementation effectiveness for prospectors, analyzers, low cost defenders and differentiated defenders. Stunning results were observed that creativity in marketing strategy and its effective execution had either positive/negative or no role in improving performance of the businesses with diverse strategic orientations. Implications for marketing strategists and researchers are presented.

Key words: Marketing strategy creativity, marketing strategy implementation effectiveness, business unit performance, prospector, analyzers, differentiated defenders, Pakistan.