Marketing Manager’s Perceptions and Their Roles in Measuring Strategic Performance

Zaid Yaseen Saud and Marwan Sabah Hasan
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Zaid Yaseen Saud: Al-iraqia university
Marwan Sabah Hasan: Al-iraqia university

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 11, 699-711

Abstract: The study delves into marketing managers’ perceptions of strategic performance measurement and its impact on strategic marketing practices within industrial organizations. It underscores the necessity of a balanced approach to performance measurement that integrates both financial and non-financial metrics, such as customer satisfaction and internal process efficiency, following the Balanced Scorecard framework. The research identifies key challenges, including a lack of consensus among marketing managers on strategic performance concepts and weak implementation of strategic marketing practices. By using Smart PLS v3 on a sample size of 90 participants, employing partial least squares structural equation modelling (PLS-SEM), the results provide actionable insights into improving strategic alignment and cross-functional collaboration in performance measurement systems, ultimately enhancing organizational performance. Recommendations include adopting comprehensive performance systems and fostering a culture of continuous learning and strategic integration across departments.

Date: 2024
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