African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4094

Full Length Research Paper

Do creative marketing strategy and its effective execution promote business performance? An empirical assessment

  Basharat Naeem1*, Muhammad Musarrat Nawaz2, Asghar Ali Rana3 and Muhammad Ishtiaq Ishaq3      
  1Lecturer at IBA, University of the Punjab, Lahore (Pakistan) COMSATS Institute of Information Technology (CIIT), Islamabad Campus, Pakistan. 2Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. 3Department of Management Sciences, Global Institute, Lahore, Pakistan.
Email: [email protected]

  •  Accepted: 17 October 2011
  •  Published: 30 November 2011



The present study aimed at investigating the impact of creative marketing strategy and marketing strategy implementation effectiveness on business performance across diversified industries of Pakistan. Structured questionnaire was personally administered to collect the data from marketing and sales managers of business units from eleven corporate sectors of Pakistan. Bivariate regression analyses endorsed that creativity marketing strategy and its effective implementation had significant role in promoting business performance. Based on survey findings, marketing management is urged to launch change programs to promote innovativeness in marketing strategy crafting and to ensure its perfect execution to gain superior business performance. This study is first of its kind (to the best knowledge of the researchers) to examine the relationship of marketing strategy creativity and marketing strategy implementation effectiveness with business unit performance in corporate sector of Pakistan. In addition, the findings contribute to improving our understanding regarding how to foster business performance.


Key words: Marketing strategy creativity, marketing strategy implementation effectiveness, business unit performance, corporate sector, Pakistan.