Arguably, political behaviour is an essential part of strategy implementa-
tion. This view requires management to identify key players and consider
their potential reaction to strategic initiatives. Remember, the art of polit-
ics is about influencing people when you cannot rely on direct authority.
By considering the political dimension related to the project it is possible
to gauge resistance and support, develop justification and counter argu-
ment in advance of critical decisions.
Additionally, you may be able to develop influence through various
power bases. For example, controlling resources, having access to people
and controlling the flow of information. These can all assist in playing the
political game.■ Internal marketing
No discussion relating to the ease, or otherwise, of implementation would
be complete without considering the potential use of internal marketing.
Internal marketing focuses on the relationship between the organisations
and its employees. Berry and Parasuraman (1991) define the process in
terms of viewing employees (or groups of employees) as internal customers.
Definitions of this type encompass the work traditionally within the
remit of personnel/HRM function (e.g. recruitment, training, motivation,
etc.). Few would argue with the importance of staff in relation to imple-
mentation. Therefore, can marketing techniques be used to motivate
employees and ease the path of project implementation?
By applying the marketing concept internally, it may be possible to
enhance the likely success of a project. Factors such as internal segmenta-
tion and application of the ‘mix’ may well have a role to play. Consider the
following:
● Segmentation: The process of dividing groups into sub-groups with
similar characteristics. This is perfectly feasible within any organisa-
tion. For example senior managers may have different training needs
from other staff. By grouping like types together more effective train-
ing and communication is possible.
● Product: This may well be the strategy and accompanying process of
change. Equally, the individuals’ job or function could be viewed as an
‘internal product’. The internal product, service or task is a component
in delivering the overall strategy.
● Promotion: Clear communication has a vital role to play in establishing
success. The project manager could design a ‘promotional campaign’
stressing the benefits of a new strategy. In all cases, communication is
an issue that must be considered when planning implementation.
● Place: How to get the ‘product’ to the internal customer. Channels of
distribution for information, services and training can be developed
and optimised. These could include team briefings, seminars and day-
to-day business interactions.266 Strategic Marketing: Planning and Control