TY - JOUR
T1 - A test of strategic orientation formation versus strategic orientation implementation
T2 - The influence of TMT functional diversity and inter-functional coordination
AU - Menguc, Bulent
AU - Auh, Seigyoung
PY - 2005/1/1
Y1 - 2005/1/1
N2 - The authors argue that strategic orientation formation and strategic orientation implementation are different. The authors also assert that they require different levels of the same antecedents. More specifically, the proposed model posits that strategic orientation formation and implementation are a function of top management team's (TMT) functional diversity and interfunctional coordination. This two-stage model of strategic orientation suggests that on the one hand strategic orientation formation is about consensus making based on diverse views. Strategic orientation implementation underscores the significance of efficient and seamless operationalization of the strategic orientation formed in the first stage of the model. Data obtained from TMTs support our empirical results in that moderate to high TMT functional diversity and high inter-functional coordination are important in the strategic orientation formation stage while low to moderate TMT functional diversity and inter-functional coordination are critical in the implementation stage.
AB - The authors argue that strategic orientation formation and strategic orientation implementation are different. The authors also assert that they require different levels of the same antecedents. More specifically, the proposed model posits that strategic orientation formation and implementation are a function of top management team's (TMT) functional diversity and interfunctional coordination. This two-stage model of strategic orientation suggests that on the one hand strategic orientation formation is about consensus making based on diverse views. Strategic orientation implementation underscores the significance of efficient and seamless operationalization of the strategic orientation formed in the first stage of the model. Data obtained from TMTs support our empirical results in that moderate to high TMT functional diversity and high inter-functional coordination are important in the strategic orientation formation stage while low to moderate TMT functional diversity and inter-functional coordination are critical in the implementation stage.
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U2 - 10.1080/10696679.2005.11658540
DO - 10.1080/10696679.2005.11658540
M3 - Review article
AN - SCOPUS:33749526879
SN - 1069-6679
VL - 13
SP - 4
EP - 19
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 2
ER -