IMPLEMENTING MARKETING STRATEGIES IN THE UNITED-STATES AND SOUTH-AFRICA

This article assesses whether or not the ways in which academics approach marketing strategy reflect managerial practice, both in the US and South Africa. The focus is non product/market and marketing mix strategy. Major approaches to defining and classifying strategies are reviewed. The results of surveys directed at American and South African executives regarding how they define and manage strategy, the extent to which they engage in strategic planning, and their use of a number of strategic planning tools and frameworks, are presented. Differences between the two sets of executives are explored, and implications are drawn for theory and practice. Aspects of strategy implementation are also discussed.