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By Adele J. Huber

Adele J. Huber discovers firm's technique implementation functions are a key motive force of the techniques' functionality results. Drawing on organizational studying concept, she identifies the organizational skills and tactics that represent a firm's technique Implementation power build and indicates empirically that the idea that is particularly useful in explaining how leading edge thoughts translate right into a firm's functionality.

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2007). Thus, it is proposed that affective improvementoriented OLCs can "repair" the implementation problems of symbolic brand strategies that are due to complexity better than cognitive improvementoriented OLCs can. , Homburg et al. 2007; Hardaker and Fill 2005; Miller et al. 2004), it is proposed: P4: OLCs moderate the relationships between brand strategy formulation capabilities and BSI effectiveness. Or, as examples for more specific propositions: P4: Execution-oriented OLCs enhance the relationship between brand strategy complexity and BSI effectiveness (a) while improvement-oriented OLCs diminish that relationship (b).

Hambrick and Cannella 1989). e. implement) the brand strategies developed by the strategists. For example, brand strategists who have considerable implementation experience should be more aware of the fact that to achieve strategy effectiveness BSI is 3 A brand strategist's function may also be carried out by a team (Aaker 1996; Menon et al. 1999). Then, the strategist's characteristics discussed subsequently would relate to the brand strategy team. 26 Paper I required and should be better able to plan for and ensure effective BSI processes (Miller et al.

Formal brand strategy characteristics refer to variables such as the strategy's clarity (Thorpe and Morgan 2007b), creativity (Menon et al. 1999; Nutt 1998), and complexity (Tornatzky and Klein 1982). Prior research has suggested that the distinctions among content-related and formal strategy characteristics are relevant for future research (Varadarajan and Jayachandran 1999). The present research proposes that one effect that brand strategy characteristics have on BSI effectiveness is related to what an organization has to learn during its implementation efforts.

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