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What can the university sector teach us about strategy? Support for strategy versus individual motivations to perform

Citation

Gellatly, L and D'Alessandro, S and Carter, L, What can the university sector teach us about strategy? Support for strategy versus individual motivations to perform, The Journal of Business Research pp. 1-11. ISSN 0148-2963 (2019) [Refereed Article]

Copyright Statement

2019 Elsevier Inc. All rights reserved.

DOI: doi:10.1016/j.jbusres.2019.10.007

Abstract

Much is known about marketing strategy effectiveness and its impact on financial returns. Minimal research though has been conducted on what type of conditions encourage employees to perform according to the implementation of a strategy. This paper seeks to answer this question by examining the implementation of marketing strategies for research and teaching in the university sector. We find that individual motivation, especially persistence and in some cases public service motivation, is linked to performance. This, along with the role of experience and academic level, suggests that a resource-based view of strategy may be more appropriate for managing human assets and building capabilities, rather than an implementation of a grand plan. Furthermore, we find evidence that several strategies may be more effective than one approach in complex service organizations like universities.

Item Details

Item Type:Refereed Article
Keywords:marketing strategy, internal marketing orientation, internal marketing practices, public service motivation, persistence, university, employee performance
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-Oriented Product or Service Development
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:138266
Year Published:2019
Deposited By:Marketing
Deposited On:2020-03-30
Last Modified:2020-04-30
Downloads:0

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