Situational factors

• Management by common sense
• Product orientation/ego involvement
• Success by chance or lack of competition

Management factors

• Lack of understanding of marketing
• Lack of belief in marketing
• Lack of belief in marketing
• Resistance to change
• Short-run orientation vs. long-run payoff of marketing

Marketing factors

• Lack of competence of marketing personnel
• Lack of leadership
• Lack of power
• Conflict with other departments
• Problems with measuring marketing’s contribution to corporate success

Individual factors

• Personal stake
• Goal congruence