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

  1. Daniel Espinosa Sáez 1
  2. Paola Andrea Ortiz Rendón 2
  3. José Luis Munuera Alemán 1
  1. 1 Universidad de Murcia
    info

    Universidad de Murcia

    Murcia, España

    ROR https://ror.org/03p3aeb86

  2. 2 Institución Universitaria Colegio Mayor de Antioquia
    info

    Institución Universitaria Colegio Mayor de Antioquia

    Medellín, Colombia

    ROR https://ror.org/0289gr697

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2022

Volumen: 26

Número: 1

Páginas: 44-60

Tipo: Artículo

DOI: 10.1108/SJME-04-2021-0072 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

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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Fuente de los datos: Dialnet