The influence of formal and informal control on market and financial results

Q1 Business, Management and Accounting
Daniel Espinosa Sáez, P. Ortiz-Rendón, José Luis Munuera Alemán
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引用次数: 2

Abstract

Purpose This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used in marketing and the market and business results. Methodology This study collected the data through a survey among marketing professionals with experience and decision-making capacity involving marketing budgets and plans, in practical terms a sample of 97 marketing managers and analyzed the data via a structural equation model using Smart PLS 3. Findings The findings confirm that marketing control mechanisms have a significant impact on business results, demonstrating the relationship of formal controls with market results and the relationship between informal controls with financial results. Likewise, the authors were able to prove that there is a relationship between formal and informal control. Practical implications The implementation of the control mechanisms should be based on the development of a detailed evaluation system of the activities carried out by the marketing employees and an analysis of their capabilities and abilities. In addition, managers should integrate formal control decisions into their marketing strategy to improve organizational results. Originality The results of this study help explain the relationship between marketing control mechanisms and organizational results and allow to understand what the level of influence is that marketing control mechanisms have on market and financial results.
正式和非正式控制对市场和财务结果的影响
目的以营销经理为样本,研究控制机制与营销绩效之间的关系。为此,本文侧重于市场营销中使用的控制类型与市场和业务结果之间的关系。本研究通过对具有营销预算和计划的经验和决策能力的营销专业人员的调查收集数据,在实践中,97名营销经理的样本,并通过使用Smart PLS 3的结构方程模型分析数据。研究结果证实,营销控制机制对经营业绩有显著影响,证明了正式控制与市场业绩之间的关系以及非正式控制与财务业绩之间的关系。同样,作者能够证明在正式控制和非正式控制之间存在一种关系。实际意义控制机制的实施应建立在对营销人员开展的活动制定详细的评估体系和对其能力和能力的分析的基础上。此外,管理者应该将正式的控制决策整合到他们的营销策略中,以改善组织的结果。本研究的结果有助于解释营销控制机制与组织结果之间的关系,并允许理解营销控制机制对市场和财务结果的影响程度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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