The Importance Of Decision Confidence To Strategy Outcomes

Abstract

Strategic marketing researchers are of the view that formulating high quality strategies is sufficient for achieving high strategy success rates.  This research study investigates the effect of key organizational and managerial variables on the outcome of strategies.  In particular, the study includes, decision confidence, a hitherto neglected variable in the strategy literature, as an additional, and critical, variable that affects the success of marketing strategies.  This study attempts to establish a bridge between two main streams of literature in the strategy discipline--strategic marketing and decision making.