The Impact of Human Resource Management Policies on Business and Marketing Strategy Implementation within the Marketing Organization

During the last three decades, significant research has been undertaken on the
characteristics and relationships of the marketing organization with the
implementation of strategies. These are the structure, culture, processes, and
influence and leadership characteristics of the marketing institution. However,
there has been little attention given to the human resources management policies
of the marketing staff. These policies are one of the strongest sensations of people
and organizations, when properly implemented, to conduct themselves correctly.
In this study, we show that mid-level marketer implementation of HR policies
differ substantially in the type of marketing strategy adopted by the companies.
Companies with aligned enterprise and marketing strategies have achieved
considerably stronger performance than companies with unequalled business
and marketing strategies.