Publication: The influence of formal and informal control on market and financial results
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Date
2021-12-08
Authors
Espinosa Sáez, Daniel ; Ortiz-Rendón, Paola Andrea ; Munuera-Alemán, José Luís
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Publisher
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DOI
https://doi.org/10.1108/SJME-04-2021-0072
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info:eu-repo/semantics/article
Description
© 2021. 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 Spanish Journal of Marketing – ESIC
To access the final work, see https://doi.org/10.1108/SJME-04-2021-0072
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 inmarketing 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.
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Citation
Spanish Journal of Marketing - ESIC, Vol. 26 No. 1, pp. 44-60.
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