Implementing Changes in Marketing Strategy: The Role of Perceived Outcome- and Process-Oriented Supervisory Actions

Vol. XLIX (August 2012), 564–580 *Shikhar Sarin is Kirk and Marsha Smith Professor of Marketing, College of Business and Economics, Boise State University (e-mail: ssarin@ boisestate. edu). Goutam Challagalla is Associate Professor of Marketing (e-mail: goutam. [email protected]), and Ajay K. Kohli is Gary T. and Elizabeth R. Jones Chair (e-mail: [email protected]), College of Management, Georgia Institute of Technology. The authors thank the participating organization for its strong support. In particular, they thank Michael DeCata and Richard J. Esce for their assistance with the study. They also thank Steve Brown, Robert Brennan, and Jason Newsom for their helpful comments. All authors contributed equally to the study. Jan Heide served as associate editor for this article. SHIKHAR SARIN, GOUTAM CHALLAGALLA, and AJAY K. KOHLI*