MARKETING IN THE 21ST CENTURY COMMENTARY Implementation Requires a Relationship Marketing Paradigm Evert Gummesson Stockholm University, Sweden Piercy's (1998 [this issue] ) choice of implementation as tered difficulties both in implementing the planning pro- the subject for an article deserves to be saluted. The article cedure and in executing the plans. raises an overwhelming number of issues and thoughts that What Piercy points out is just as important today as it summon drjh vu, even nostalgia, but also concern about was decades ago, and it will continue to be important in the future. Having been a practicing manager and manage- the next millennium. It raises some disturbing questions: ment consultant with a simultaneous academic affiliation, Have we really made any advancements? If not, do we my professional career has witnessed gaps between text- just need more time, more research grants, and more books and analyses on one side and reality and implemen- research? Are we stuck in obsolete paradigms and rituals? tation on the other. A conclusion in my textbook published Or, do we need fundamentally new approaches to market- in the 1970s (Gummesson 1976), "The ability and strength ing management? to execute a decision is more crucial for
Journal of the Academy of Marketing Science – Springer Journals
Published: Apr 8, 2008
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