A role theoretic view of product-market strategy execution: an investigation of mid-level marketing managers

Mid-level marketing managers (MLMMs) have an important contribution to make toward the successful execution of strategy and it is argued that the focus of management research should be broadened to include the unique contributions of middle management. This article employs the locus-of-control concept to examine the performance of MLMMs in their product-market strategy execution role. Two dimensions related to internal locus-of-control (role self-determination and role commitment) and two dimensions related to external locus-of-control (role clarity and role significance) are identified and all four variables are modelled against MLMMs' role performance. Our findings suggest that in firms whose product-market strategy is highly effective (ineffective), MLMMs role performance is explained by an external locus-of-control (internal locus-of-control). These findings are discussed and several implications are provided.