The role played by middle managers in the strategy implementation process within the field sales division at Brandhouse (Pty) Ltd.

Masters Degree. University Of Kwa-Zulu Natal, Durban. .Middle managers play a crucial role in the implementation of organizational strategies. Yet, little is known about the views of middle managers on the organizational factors influencing strategy implementation. There are many reasons to believe that effective implementation of strategy has become the goal of many organizations. However, in order for organizations to translate their grand plans into action high rates of failure have been reported among many companies. In many organizations, the responsibility to effectively implement organization‟ strategy has been left to lower levels of management. The primary aim for the study is to determine the role played by middle managers in the strategy implementation process within the sales force division at Brandhouse. The findings from this study will help unpack the challenges faced by middle managers when implementing the intended strategies. In nature, this is quantitative study. Data collection involved the distribution of 90 questionnaires to 90 middle managers within the field sales from Brandhouse across South Africa. Quantitative questionnaire known as Likert type scales was used to evaluate middle managers opinions and in addition Brandhouse policy committee has been obtained to the add the richness of the study. In developing an understanding of middle management‟s perception of the strategic process, sense can be made of how they translate it into tasks and responsibilities and ultimately the role they play in unfolding strategic plans in the implementation process. The research findings showed that middle managers play a critical role in facilitating the effective implementation of strateg