Planning and doing: The relationship between marketing planning styles and market orientation

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Abstract
Marketing planning and market orientation are linked by a means‐end relationship. It is through marketing planning that a goal or a desired level of market orientation is selected and approached. Research shows that a poor match exists between the recommendations of planning theorists and the suggestions developed through empirical research. The authors develop a conceptual framework for examining marketing planning practices. Their typology of planning styles — synoptic, incremental and interpretive — has a particular configuration of process, purpose and players. The authors believe that the type of planning undertaken by an organization will affect its ability to execute activities that make up market orientation. Some hypotheses concerning the relationship between planning styles and aspects of market orientation are presented.

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