Publication: The informal role of marketing control systems
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Date
2023-11-09
Authors
Ortiz-Rendón, Paola Andrea ; Munuera-Alemán, Jose-Luis ; Montoya Restrepo, Luz Alexandra
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Publisher
Emerald Publishing Limited
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DOI
https://doi.org/DOI 10.1108/EJMBE-12-2022-0363
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info:eu-repo/semantics/article
Description
© 2023. Emerald Publishing Limited
This document is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by /4.0
This document is the published version of a published work that appeared in final form in European Journal of Management & Business Economics (EJM&BE)
To access the final work, see https://doi.org/DOI 10.1108/EJMBE-12-2022-0363
Abstract
Purpose – The implementation of control systems allows marketing managers to improve operational
decisions and organizational results. This paper aims to identify the relationship between control combinations
and organizational results and analyze the relationships between the variables attributed to the marketing
managers and with marketing control combinations. Decisions involving marketing control combine formal
and informal mechanisms and generate control systems that have a favorable relationship with organizational
results.
Design/methodology/approach – The paper is based on 301 cross-sectional surveys among marketing
managers. The classification procedure based on metric distance was implemented to identify the marketing
control combinations. A hierarchical cluster analysis was carried out with perceptions about formal and
informal control, to validate the control combination classifications. Finally, a discriminant analysis and
ANOVA test were carried out for exploring factors associated with the managers. The data analysis was
supported by IBM SPSS Statistics 24 software.
Findings – The authors found evidence that, when managers perceive high-control systems, the perception of
non-financial and financial results is always better, but the presence of high-clan control also returns optimal
results. In addition, the manager’s satisfaction levels and work motivation are higher with high control systems
than with other control systems.
Originality/value – This study contributes to the existing knowledge by providing a broader empirical basis
to extend conceptual frameworks about marketing control combinations that emerge in practice.
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Citation
European Journal of Management and Business Economics,
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