Four approaches to marketing strategy implementation
Simply stated, “implementation” is the process that turns marketing plans into action. A marketing strategy is only as brilliant as its execution. You have several options when determining what approach to take with your implementation. Here are the top four:
- Command approach:
- Strategies are determined and outlined by top-level administrators and forced down to lower levels for implementation. This approach makes decision-making easier, but it can be difficult to get buy-in from lower-level individuals.
- Change approach:
- The organization is modified to ensure the successful implementation of the strategy. Like “command,” the “change” approach can make decision-making easier, but it can be time-consuming.
- Consensus approach:
- Top and lower-level managers work together to formulate and develop strategies. This approach increases buy-in, but can take more time and requires more communication.
- Cultural approach:
- Invites all levels of the organization to help create and implement the strategy. This approach greatly increases team buy-in, and employees enjoy some flexibility.