A Longitudinal, Multi-Method Approach for the Study of Marketing Strategy Processes

Studies of marketing strategy processes require rich, contextual data. This paper presents an innovative methodology for studying the formulation and implementation of marketing strategy. In particular, it is argued that close attention should be given to the social and political context in which a strategic decision is made. Understanding these factors, in turn, can provide rare insights into the beliefs and actions of decision participants. In the recommended approach, multiple methods are used in a longitudinal design to elicit and compare the beliefs of decision participants regarding a focal strategy. The beliefs are then linked to a social network analysis to reveal rich and compelling portraits of the diverse "thought worlds" that create intergroup barriers to strategy processes.