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Using the PC‐based control system 4CONTROL, the manufacture of RF cages for radio frequency instruments at Rohde & Schwarz in Germany has been almost completely automated. CAD systems, production planning and machine control across three sites have been integrated into the company IT networks to achieve virtually paperless production. Manufacturing times have been reduced from 15 to three days.

The psychological analysis of strategic management issues has gained a great deal of momentum in recent years. Much can be learned by entering the black box of strategic thinking of senior executives and bring new insights on how they see, make sense of, and interpret their everyday strategic experiences. This chapter will focus on a powerful cognitive mapping tool called the Repertory Grid Technique and demonstrate how it has been used in the strategy literature along with how a new and more refined application of the technique can enhance the elicitation of complex strategic cognitions for strategy and Board of Directors research.

The concept of integrated marketing communications (IMC) was developed in the 1990s and has gained significant interest from academics and practitioners, yet it is seldom achieved in practice. The purpose of this paper is to investigate the reasons behind this assertion.

Knowledge needed for this study was generated from a case study of a global company, operating a decentralized organizational structure in the health-care industry.

Thirty semi-structured interviews were performed with marketing employees and management. This paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities.

Thematic analysis generated three integration areas: efficiency, consistency and relationship.

The information generated from this research paper should assist managers when attempting to implement an integrated approach to marketing communications.

As IMC is intertwined with the concept of strategy, if it is implemented as a strategic process; similar social influences are relevant for strategic IMC implementation.

This paper contributes to facilitating marketing communications by developing a conceptual model using strategic guiding principles to align marketing communication activities.