Marketing Strategy Implementation Process in the Creative Industry of Video Games

Abstract

This article contributes to the understanding of marketing strategy process when it presents the organizational and human factors that support the processes of implementation, identified in a qualitative study conducted in the creative industry of video game development. The research, a case study applied to four video and computer game companies was based on the Sashittal and Jassawalla (2001) marketing strategic model, and on the concepts of the creative behavior and innovation in organizations proposed by Amabile (1997). The analysis suggests that the marketing strategy implementation is anchored in innovative administrative process, creative skills and the adoption of modern control technologies. It was observed that a vision that associates production, process, the market orientation and the delivery of value-adding is essential for the implementation of strategies in creative and innovative organizational structures. The research contributes to the marketing strategy implementation studies in creative and innovative environments under the approach of smaller organizations. It also contributes with the marketing strategy theory when it suggests that the analysis of the process, the control and the management skills be included as categories into the theoretical model in future investigations.