Recherchers economiques manageriales
Volume 13, Numéro 2, Pages 513-527
2019-12-29

Internal Factors Influencing Effective Marketing Strategy Implementation: A Study Of A Sample Of Algerian Firms



Authors : Hachemaoui Kamel . Taleb Fatima .

Abstract

This article aims to determine the influence of internal factors on the marketing strategy implementation. The study was carried out on a sample of 160 employees from 04 Algerian companies (Algérie télécom, Sonelgaz, mobilis and Polyma). The application of multiple regression placed strategy formulation at the top of factors that influence the success of marketing strategy implementation, followed by organizational structure. The study also shows that the influence of internal factors varies from one company to another.

Keywords

Marketing strategy implementation ; Marketing strategy formulation ; Organizational Structure ; Operational process.

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