The key to successful implementation is the application of basic man-
agement principles – leadership, systems, and resourcing are all import-
ant. Such factors must be taken within the context of the organisational
culture and business environment that exists.
Prior to implementation, it is wise to consider how easy the task(s) are
likely to be. This relates to the importance of the task and the level of asso-
ciated change. The attitude and influence of interested parties will also
have a significant impact on the ease, or otherwise, of implementation.
Internal marketing techniques and the deployment of standard project
management principles, such as objective setting, planning and delega-
tion, facilitate a workable framework for the implementation of strategy.
■ References
Adair, J., Action Centred Leadership, McGraw-Hill, New York, 1984.
Berry, L. and Parasuraman, A., Marketing Services: Competing Through Quality,
New York Free Press, New York, 1991.
Bonoma, T., Making your marketing strategies work, Harvard Business Review,
62 (2), March–April, 1984, 68–76.
Kakabadse, A., The Politics of Management, Gower, Aldershot, 1983.
Piercy, N., Market-Led Strategic Change, 2nd edn, Butterworth-Heinemann,
Oxford, 1997.
Wickens, P., The Road to Nissan, Macmillan, London, 1997.
Strategic implementation 271