Graduation Year

2024

Document Type

Dissertation

Degree

D.B.A.

Degree Granting Department

Graduate School

Major Professor

Andrew Artis, Ph.D.

Co-Major Professor

Tang Wang, Ph.D.

Committee Member

Christos Pantzalis, Ph.D.

Committee Member

Anthony Hinen, D.B.A.

Keywords

competitive maturity, entrepreneurial orientation, marketing capabilities, process maturity, value proposition

Abstract

In an increasingly dynamic business environment, organizations face relentless pressure to adapt their strategies and optimize value propositions to maintain competitiveness. The formulation of effective marketing strategies has emerged as a critical factor in achieving sustainable competitive advantage and ensuring long-term success. However, many firms struggle to refine their marketing capabilities in response to evolving market demands. Addressing this challenge, the Marketing Strategy Maturity Model (MSMM), introduced by Harraca in 2023, offers a structured framework to assess and improve a firm’s marketing strategy formulation processes.

The MSMM provides a dual approach, emphasizing the enhancement of both the processes and the content of marketing strategies. This framework helps firms evaluate their current level of marketing strategy maturity and develop actionable steps to align their capabilities with strategic objectives. Unlike traditional marketing theories, the MSMM emphasizes practical mechanisms to bridge the gap between theory and implementation, empowering firms to design strategies that are not only well-conceived but also executable.

This dissertation explores the effectiveness and generalizability of the MSMM across diverse geographic and organizational contexts. Through empirical research, it examines how firms apply the model to enhance their strategic marketing practices, focusing on whether the MSMM offers universally relevant guidance or requires contextual adaptations. Quantitative studies provide insights into the MSMM's role in systematically building marketing capabilities, contributing to both academic literature and practical applications.

The findings of this research aim to validate the MSMM as an evidence-based tool, equipping firms to navigate the complexities of modern markets. By fostering a deeper understanding of marketing strategy formulation, this study benefits practitioners and academics alike, addressing a critical gap in marketing capability development and advancing the discipline.

Download

Included in

Marketing Commons

Share

COinS