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

Lauren Gellatly, Steven D'Alessandro*, Leanne Carter

*Corresponding author for this work

Research output: Contribution to journalArticle

1 Citation (Scopus)

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.

Original languageEnglish
Pages (from-to)320-330
Number of pages11
JournalJournal of Business Research
Volume112
Early online date19 Nov 2019
DOIs
Publication statusPublished - 1 May 2020

Keywords

  • Employee performance
  • Internal marketing orientation
  • Marketing strategy
  • Persistence
  • Public service motivation
  • University
  • internal marketing practices

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