“…The same holds true for functional strategies: We have found eight studies that focus on the implementation of such strategies, namely Rapert & Lynch & Suter (1996), Sashittal & Wilemon (1996), Piercy (1998), Noble (1999a), Noble & Mokwa (1999), Chimhanzi (2004), Qi (2005), Viseras & Baines & Sweeney (2005). Most of these studies, however, focus on marketing strategy (such as Sashittal & Wilemon, 1996;Piercy, 1998;Noble & Mokwa, 1999, Chimhanzi, 2004.…”