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

Revue:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Année de publication: 2022

Volumen: 26

Número: 1

Pages: 44-60

Type: Article

DOI: 10.1108/SJME-04-2021-0072 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Spanish journal of marketing-ESIC

Objectifs de Développement Durable

Résumé

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.

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