Role of the working groups in building and implementing strategies

Abstract

This work focused on the activity of working groups in formulating and implementing strategies. The marketing area was used to study the relation between groups and strategy in order to verify the influence of actions of individuals in shaping marketing strategy. An exploratory qualitative research included a review of literature and in-depth interviews with executives in order to build a theoretical model for defining marketing strategy. Then in a descriptive survey was made of 200 companies to validate the theoretical model proposed and to verify the influence of working groups on the subject. Results demonstrated that for strategy development it is not necessary to have a single leader to conduct activities but it is necessary to have commitment, communication and integration among those who participate in the groups.