Strategic Marketing: Planning and Control, Third Edition

Depending on circumstances, the leader will emphasis task, group

or individual needs.

Leaders need to adopt an appropriate styleof management. If a cri-

sis looms then a more direct autocratic style may be called for.

However, under different circumstances a participative style may be

best suited. Hence leaders can move from task, individual or group

orientation depending on the circumstances.

● Culture

Much management theory relates to corporate culture. Culture can be

defined as a combination of shared valuesand beliefs. These are com-

monly reinforced with corporate symbols and symbolic behaviour. For

example, a company may wish to pursue a culture of openness and

accessibility. The symbol of this may be to encourage all staff to dress

informally on a Friday, to promote a more relaxed atmosphere.

Great care must be taken when implementing strategy. If the strat-

egy goes against the dominant culture it is likely to fail unless a major

effort is made to develop and maintain support. This could be

achieved through staff training, appraisal and restructuring. The

strategist needs be sensitive to the shared valuesthat exist within the

organisation. Normally it is best to work with, as opposed to against,

such values.

● Structure

The structure of any organisation, or project, has two primary func-

tions. Firstly, it defines lines of authority denoting levels of responsi-

bility. Current management thinking promotes a move towards flatter

structures with more devolved authority. Secondly, structure is a basis

for communication. Structures can filter out information making

senior management remote from the customer. In the area of implemen-

tation consideration should be given to how communication occurs.

In relation to developing marketing strategy, it can be advisable

to have multi-functional teams. A group with a diverse range of

260 Strategic Marketing: Planning and Control

Leadership

Individual

Group Task

Figure 13.2
Leadership