Strategy planning and business performance: the moderating roles of market sensing and tolerance for failure

IF 3.2 Q2 BUSINESS Review of International Business and Strategy Pub Date : 2024-05-29 DOI:10.1108/ribs-12-2023-0144

Itzhak Gnizy, Yoel Asseraf

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Abstract

Purpose

This study aims to examine the relevance of strategic marketing planning in this agile era and its effect on firms’ international performance and explores conditions under which the influence of planning changes.

Design/methodology/approach

Based on contingency theory, a conceptual model is tested based on survey data from internationalizing firms. Data were analyzed using partial least squares -structural equation modeling.

Findings

Marketing strategy planning is (still) associated with enhanced performance, and depends on external and internal contingencies. While the planning−performance relationship is amplified by market sensing (external contingency), surprisingly, it is decreased in presence of high tolerance for failure (internal contingency).

Practical implications

Findings seek to transform marketing planning in international business practice by requiring that its implementation receives the attention of senior management.

Originality/value

Marketing strategy planning should not be deemphasized. While planning appears to be undergoing an identity crisis, practitioners’ attention to marketing planning is warranted.

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战略规划与企业绩效：市场敏感度和失败容忍度的调节作用

目的本研究旨在探讨敏捷时代营销战略规划的相关性及其对企业国际绩效的影响，并探讨规划影响发生变化的条件。采用偏最小二乘法-结构方程模型对数据进行了分析。研究结果营销战略规划（仍然）与绩效提升相关，并取决于外部和内部的突发事件。虽然市场感应（外部突发事件）会放大规划与绩效之间的关系，但令人惊讶的是，如果存在对失败的高容忍度（内部突发事件），这种关系就会减弱。虽然规划似乎正在经历一场身份危机，但从业人员有必要关注营销规划。

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来源期刊

Review of International Business and Strategy BUSINESS-

CiteScore

6.90

自引率

25.80%

发文量

期刊介绍： Review of International Business and Strategy is keen to present contemporary and innovative research that proposes new perspectives or challenges existing theories, and that advances the understanding of issues related to international business and global strategy. Themes covered by the journal include (but are not limited to): Internationalization of firms and international entrepreneurship Effects of international environment (political, social, economic and institutional) on international business activities and firm strategies Knowledge transfer strategies and innovation in MNEs Location strategies in international business activities.