Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing Industry
Project management tools and techniques (PMTT) have been understudied in marketing. This research explored PMTT alignment with business strategy in a marketing agency via a qualitative case study. Data collection involved a focus group, questionnaires, and interviews examining how PMTT influence...
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| Format: | Article |
| Language: | English |
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EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
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| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/17198 |
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| _version_ | 1832088026842398720 |
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| author | Ian M. Herzing |
| author_facet | Ian M. Herzing |
| author_sort | Ian M. Herzing |
| collection | DOAJ |
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Project management tools and techniques (PMTT) have been understudied in marketing. This research explored PMTT alignment with business strategy in a marketing agency via a qualitative case study. Data collection involved a focus group, questionnaires, and interviews examining how PMTT influence schedules, quality, budgets, and clients. Analysis revealed selection and use of PMTT is driven by strategic emphasis on agility, cost- efficiency, and client needs. Findings confirmed PMTT’s role in meeting timelines and budgets while ensuring quality. A proposed matrix connects PMTT with strategy. Though a single case, the study provides templates to match PM toolkits to business strategy. Further research can build on the strategic and contingency insights regarding adaptable PMTT use. Overall, findings advance practical relevance through strategy-linked PMTT customization suited to this project-focused creative context.
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| format | Article |
| id | doaj-art-874da3ae0a8d4268bf31039f99526418 |
| institution | Kabale University |
| issn | 2146-4405 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj-art-874da3ae0a8d4268bf31039f995264182025-02-06T01:06:07ZengEconJournalsInternational Review of Management and Marketing2146-44052024-10-0114610.32479/irmm.17198Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing IndustryIan M. Herzing0College of Business Administration, Trident University International, Cypress, California, USA Project management tools and techniques (PMTT) have been understudied in marketing. This research explored PMTT alignment with business strategy in a marketing agency via a qualitative case study. Data collection involved a focus group, questionnaires, and interviews examining how PMTT influence schedules, quality, budgets, and clients. Analysis revealed selection and use of PMTT is driven by strategic emphasis on agility, cost- efficiency, and client needs. Findings confirmed PMTT’s role in meeting timelines and budgets while ensuring quality. A proposed matrix connects PMTT with strategy. Though a single case, the study provides templates to match PM toolkits to business strategy. Further research can build on the strategic and contingency insights regarding adaptable PMTT use. Overall, findings advance practical relevance through strategy-linked PMTT customization suited to this project-focused creative context. https://mail.econjournals.com/index.php/irmm/article/view/17198Marketing Project Management, Project Management Tools and Techniques, Project Contingency Theory, Thematic Analysis |
| spellingShingle | Ian M. Herzing Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing Industry International Review of Management and Marketing Marketing Project Management, Project Management Tools and Techniques, Project Contingency Theory, Thematic Analysis |
| title | Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing Industry |
| title_full | Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing Industry |
| title_fullStr | Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing Industry |
| title_full_unstemmed | Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing Industry |
| title_short | Exploring the Relationship Between Business Strategy and Project Management Tools and Techniques: A Case Study in the Marketing Industry |
| title_sort | exploring the relationship between business strategy and project management tools and techniques a case study in the marketing industry |
| topic | Marketing Project Management, Project Management Tools and Techniques, Project Contingency Theory, Thematic Analysis |
| url | https://mail.econjournals.com/index.php/irmm/article/view/17198 |
| work_keys_str_mv | AT ianmherzing exploringtherelationshipbetweenbusinessstrategyandprojectmanagementtoolsandtechniquesacasestudyinthemarketingindustry |