Realism versus simplicity in strategic marketing planning: the impact of temporality

Abstract

Purpose This paper aims to get insight into managers' cognitive maps with respect to simplicity, realism and confidence, when talking about strategic marketing planning. Moreover, it analyses the impact of temporal modes of thinking on the three cognitive constructs studied. Design/methodology/approach A qualitative research is performed, touching the core of what is really going on in the manager's mind rather than just skimming the surface. Findings Past and present oriented thinking (often found in deductive and inductive approaches) are found to be more simple but less realistic than an abductive (may be) or even visionary (will be) approach. Moreover, managers seem to integrate elements of various schools of management thought when thinking about simplicity, realism and confidence. Practical implications Managers use management tools, frames and dimensions in a compound way when developing strategic marketing plans. Originality/value The paper sheds another light on how various schools of management thought are used in strategic marketing planning practice.

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