Exploring the mediating role of marketing planning in enterprise marketing capabilities

Joana Sofia da Fonseca, Álvaro Dias, Leandro Pereira, Renato Lopes da Costa, Rui Gonçalves and Rui Vinhas da Silva

International Journal of Business Environment, 2023, vol. 14, issue 1, 15-36

Abstract: In a constant changing market, firms must develop their ability to adapt developing strategies and marketing actions that capture the attention of potential consumers and meet their needs. Reputation management becomes a key resource that, through a structured marketing planning, captures a purpose of interaction of the companies' marketing capabilities, getting them to develop conscious actions in line with the market preferences. Thus, it is intended to understand the role of planning in marketing capabilities, exploring the direct and indirect effects of the several variables presented and the mediating effect of planning between brands' reputation and their marketing capabilities. The conceptual model was tested using PLS-SEM and survey data from 180 SMEs. The results concerning the direct effects and the mediating effect of planning in the marketing capabilities complement the existing research.

Keywords: marketing planning; marketing capabilities; partial least squares; PLS; brand reputation; B2B. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=127690 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbenv:v:14:y:2023:i:1:p:15-36

Access Statistics for this article

More articles in International Journal of Business Environment from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().