Market information acquisition and its effects on information use and new product outcomes

In theory as well as in practice, marketing strategy has gained a lot of attention. In literature, attention is paid to different types of strategies carried out by companies. The effectiveness of different types of strategy is examined by using different performance measures. This kind of research however pays no attention to the question of how these strategies are implemented and how successful the implementation is. This doctoral research will take the implementation process of a marketing strategy as the central object in the research. The objective is to gain insight into the way companies actually implement their marketing strategies and which factors will increase or decrease the success of implementation.