An empirical model for the barriers to successful implementation of marketing strategies: a fuzzy approach

Abstract

Successful implementation of marketing strategies is the most important managerial aspect in the strategic marketing process. Research related to marketing strategies implementation shows that most companies face barriers in implementing such strategies. Due to the importance of the issue as it is related to marketing and sales performance, the present study attempts to first identify the barriers to marketing strategies implementation using available literature, documents and experts' viewpoints in marketing and research departments, then rank them using the integration of quality function deployment (QFD) and fuzzy analytic network process (FANP) techniques. Fuzzy computation is considered as a great tool in dealing with uncertainty in various research processes. However, in comparison, there are few techniques which result in higher reliability and real world consistency. Using fuzzy tools managers can make better decisions which result in increased sales network and revenue, as well as enhanced market development. The findings of the present study indicate that managerial strategic barriers have significant priority and should increasingly be considered by organisations. This paper provides valuable insight into the significance of marketing strategies and offers a foundation for future marketing research.