A Model For Alignment Between Marketing Strategy And Internal-External Environment

This research is in regards to empirical assessment of marketing strategy strength in 87 Internet Service Providers(ISP’s) companies. This paper extends the qualitative research of Brian Smith(2004) that was the first work in effectiveness of marketing strategy making. By taking a simultaneous perspective, it examines the congruency within both internal environment and external environments. The methodology is quantitative, and uses a descriptive method to extend the findings to the whole population. The findings support the congruency hypotheses. Strong strategy is associated with internal and external congruency. There is strong marketing strategy in presence of at least one kind of congruency (internal or external). But there is no synergetic effect between external and internal congruency. There is a strong relationship between internal and external congruency. Further, within this research a mechanism for the congruency is identified. Interactions between the marketing strategy making process and organizational culture provide an underlying mechanism of internal congruency.