The scale measures the degree of organizational buy-in, or an organization wide commitment and positive affect toward a marketing strategy.


Positive Affect Marketing Strategy Sales Manager Usable Response Share Leader 


  1. Noble, C. H./ Mokwa, M. P. (1999): Implementing Marketing Strategies: Developing and Testing a Managerial Theory, in: Journal of Marketing, Vol. 63, pp. 57–73.CrossRefGoogle Scholar

Copyright information

© Deutscher Universitäts-Verlag | GWV Fachverlage GmbH Wiesbaden 2007

Personalised recommendations