The impact of market and organisational challenges on marketing strategy decision-making: A qualitative investigation of the business-to-business sector

Technological advances, global competition, re-alignment of organisational processes with the markets they serve, new rules of corporate strategy and outsourcing to access or to extend organisational capabilities are influencing the nature of the client/organisational interface and are changing the nature of competition in today's market place. This research describes how marketing strategy is evolving within the context of this new competitive and organisational environment. Specifically, it explains how those responsible for marketing activities in the firm view marketing strategy and how they approach strategy development.