The influence of formal and informal control on market and financial results
- Daniel Espinosa Sáez 1
- Paola Andrea Ortiz Rendón 2
- José Luis Munuera Alemán 1
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1
Universidad de Murcia
info
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2
Institución Universitaria Colegio Mayor de Antioquia
info
Institución Universitaria Colegio Mayor de Antioquia
Medellín, Colombia
ISSN: 2444-9695, 2444-9709
Año de publicación: 2022
Volumen: 26
Número: 1
Páginas: 44-60
Tipo: Artículo
Otras publicaciones en: Spanish journal of marketing-ESIC
Resumen
Objetivo – Examinar la relacion entre los mecanismos de control y los resultados a partir de una muestra de directores de marketing. Con ese fin, el documento se centra en la relacion entre los tipos de controles utilizados en marketing y los resultados de mercado y financieros. Metodología – Los datos fueron recolectados a través de una encuesta entre profesionales del marketing con experiencia y capacidad de toma de decisiones sobre presupuestos y planes de marketing. Contando con una muestra de 97 gerentes de marketing. Los datos se analizaron mediante un modelo de ecuacion estructural (SEM) utilizando Smart PLS 3. Hallazgos – Se confirma el impacto significativo de los mecanismos de control de marketing sobre los resultados organizacionales, demostrando la relacion del control formal con los resultados de mercado, y la relacion entre el control informal con los resultados financieros. Asimismo, se pudo comprobar que existe una relacion entre el control formal e informal. Originalidad – Los resultados ayudan a explicar la relacion entre los mecanismos de control de marketing y los resultados organizacionales, y permiten comprender cual es el nivel de influencia que tienen los mecanismos de control de marketing sobre los resultados de mercado y los financieros. Implicaciones practicas – La implementacion de los mecanismos de control debe basarse en el desarrollo de un sistema de evaluacion detallado de las actividades realizadas por los empleados de marketing y un analisis de sus capacidades y habilidades. Ademas, los gerentes deben integrar las decisiones de control formal en su estrategia de marketing para mejorar los resultados organizacionales.
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