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Realism versus simplicity in strategic marketing planning: the impact of temporality

Realism versus simplicity in strategic marketing planning: the impact of temporality Purpose – This paper aims to get insight into managers' cognitive maps with respect to simplicity, realism and confidence, when talking about strategic marketing planning. Moreover, it analyses the impact of temporal modes of thinking on the three cognitive constructs studied. Design/methodology/approach – A qualitative research is performed, touching the core of what is really going on in the manager's mind rather than just skimming the surface. Findings – Past and present oriented thinking (often found in deductive and inductive approaches) are found to be more simple but less realistic than an abductive (may be) or even visionary (will be) approach. Moreover, managers seem to integrate elements of various schools of management thought when thinking about simplicity, realism and confidence. Practical implications – Managers use management tools, frames and dimensions in a compound way when developing strategic marketing plans. Originality/value – The paper sheds another light on how various schools of management thought are used in strategic marketing planning practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Realism versus simplicity in strategic marketing planning: the impact of temporality

Marketing Intelligence & Planning , Volume 29 (7): 10 – Oct 25, 2011

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References (54)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634501111178686
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to get insight into managers' cognitive maps with respect to simplicity, realism and confidence, when talking about strategic marketing planning. Moreover, it analyses the impact of temporal modes of thinking on the three cognitive constructs studied. Design/methodology/approach – A qualitative research is performed, touching the core of what is really going on in the manager's mind rather than just skimming the surface. Findings – Past and present oriented thinking (often found in deductive and inductive approaches) are found to be more simple but less realistic than an abductive (may be) or even visionary (will be) approach. Moreover, managers seem to integrate elements of various schools of management thought when thinking about simplicity, realism and confidence. Practical implications – Managers use management tools, frames and dimensions in a compound way when developing strategic marketing plans. Originality/value – The paper sheds another light on how various schools of management thought are used in strategic marketing planning practice.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Oct 25, 2011

Keywords: Strategic simplicity; Temporal modes of thinking; Cognitive mapping; Integrative thinking; Thinking

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