The influence of formal and informal control on market and financial results
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 – T...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2022-05-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2021-0072/full/pdf?title=the-influence-of-formal-and-informal-control-on-market-and-financial-results |
| _version_ | 1811342278704234496 |
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| author | Daniel Espinosa Sáez Paola Andrea Ortiz-Rendón José Luis Munuera Alemán |
| author_facet | Daniel Espinosa Sáez Paola Andrea Ortiz-Rendón José Luis Munuera Alemán |
| author_sort | Daniel Espinosa Sáez |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-13T19:08:45Z |
| format | Article |
| id | doaj.art-04966c85ec974d3581208dcdd926a42e |
| institution | Directory Open Access Journal |
| issn | 2444-9695 2444-9709 |
| language | English |
| last_indexed | 2024-04-13T19:08:45Z |
| publishDate | 2022-05-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Spanish Journal of Marketing-ESIC |
| spelling | doaj.art-04966c85ec974d3581208dcdd926a42e2022-12-22T02:33:55ZengEmerald PublishingSpanish Journal of Marketing-ESIC2444-96952444-97092022-05-01261446010.1108/SJME-04-2021-0072676775The influence of formal and informal control on market and financial resultsDaniel Espinosa Sáez0Paola Andrea Ortiz-Rendón1José Luis Munuera Alemán2Universidad de Murcia, Murcia, SpainInstitución Universitaria Colegio Mayor de Antioquia, Medellin, ColombiaUniversidad de Murcia, Murcia, SpainPurpose – 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.https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2021-0072/full/pdf?title=the-influence-of-formal-and-informal-control-on-market-and-financial-resultsformal controlinformal controlmarket resultsfinancial resultsmarketing departmentproduct qualitymarket coveragerelative pricebrand valueloyaltydigital marketingmarketing controls |
| spellingShingle | Daniel Espinosa Sáez Paola Andrea Ortiz-Rendón José Luis Munuera Alemán The influence of formal and informal control on market and financial results Spanish Journal of Marketing-ESIC formal control informal control market results financial results marketing department product quality market coverage relative price brand value loyalty digital marketing marketing controls |
| title | The influence of formal and informal control on market and financial results |
| title_full | The influence of formal and informal control on market and financial results |
| title_fullStr | The influence of formal and informal control on market and financial results |
| title_full_unstemmed | The influence of formal and informal control on market and financial results |
| title_short | The influence of formal and informal control on market and financial results |
| title_sort | influence of formal and informal control on market and financial results |
| topic | formal control informal control market results financial results marketing department product quality market coverage relative price brand value loyalty digital marketing marketing controls |
| url | https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2021-0072/full/pdf?title=the-influence-of-formal-and-informal-control-on-market-and-financial-results |
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