The making of marketing decisions in modern marketing environments

Fredrik Nordin and Annika Ravald

Journal of Business Research, 2023, vol. 162, issue C

Abstract: Currently, marketing is undergoing a major shift driven by environmental disruptions and advances in marketing technologies. This shift has implications for marketing decision-making. However, research on how marketing managers navigate modern marketing environments’ complex, volatile, and data-intensive nature is limited. This study addresses this gap by qualitatively analyzing marketing managers’ decision-making processes in 15 companies. Using the naturalistic decision-making approach and the situative perspective on cognition and action as theoretical lenses, we identify three key characteristics of decision-making in modern marketing environments—namely, agility, inventiveness, and reflexiveness. Our findings provide empirically grounded insights into the cognitive and behavioral processes involved in marketing decision-making and contribute to a deeper understanding of how managers navigate—and respond to—modern marketing environments’ challenges.

Keywords: Decision-making; Managerial; Modern marketing environments; Situated cognition; Naturalistic decision-making (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:162:y:2023:i:c:s0148296323002308

DOI: 10.1016/j.jbusres.2023.113872

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