Keywords
Marketing Strategy; Transitional Leadership; Organizational Change
Document Type
Paper
Description or Abstract
This study investigates the effects of transitional leadership in an organization on marketing strategies. The qualitative research, gathered through semi-structured interviews with four leaders at different stages of transition, highlights key themes such as the development of trust, adaptability, relationship-building, and the importance of gradual change. The results suggest that the most successful leaders in transition prioritize humility, respect the history of the firm, and focus on developing relationships with stakeholders. Further, these leaders focus marketing strategies on the core products or services of the organization to better understand customer preferences and create long-tern relationships. The study indicates that successful transitions are marked by strategic, steady changes to marketing strategies that foster growth and innovation and maintain customer trust. This study offers meaningful insights into marketing strategies during periods of transition.
Included in
Leadership Commons, Marketing Commons, Nonprofit Administration and Management Commons, Strategic Management Policy Commons
Ideal Leadership and Marketing Strategies During Times of Transition
This study investigates the effects of transitional leadership in an organization on marketing strategies. The qualitative research, gathered through semi-structured interviews with four leaders at different stages of transition, highlights key themes such as the development of trust, adaptability, relationship-building, and the importance of gradual change. The results suggest that the most successful leaders in transition prioritize humility, respect the history of the firm, and focus on developing relationships with stakeholders. Further, these leaders focus marketing strategies on the core products or services of the organization to better understand customer preferences and create long-tern relationships. The study indicates that successful transitions are marked by strategic, steady changes to marketing strategies that foster growth and innovation and maintain customer trust. This study offers meaningful insights into marketing strategies during periods of transition.