The informal role of marketing control systems

Paola Andrea Ortiz-Rendon, Jose Luis Munuera-Aleman and Luz Alexandra Montoya Restrepo

European Journal of Management and Business Economics, 2023, vol. 34, issue 4, 485-505

Abstract: PurposeThe implementation of control systems allows marketing managers to improve operational decisions and organizational results. This paper aims to identify the relationship between control combinations and organizational results and analyze the relationships between the variables attributed to the marketing managers and with marketing control combinations. Decisions involving marketing control combine formal and informal mechanisms and generate control systems that have a favorable relationship with organizational results.Design/methodology/approachThe paper is based on 301 cross-sectional surveys among marketing managers. The classification procedure based on metric distance was implemented to identify the marketing control combinations. A hierarchical cluster analysis was carried out with perceptions about formal and informal control, to validate the control combination classifications. Finally, a discriminant analysis and ANOVA test were carried out for exploring factors associated with the managers. The data analysis was supported by IBM SPSS Statistics 24 software.FindingsThe authors found evidence that, when managers perceive high-control systems, the perception of non-financial and financial results is always better, but the presence of high-clan control also returns optimal results. In addition, the manager's satisfaction levels and work motivation are higher with high control systems than with other control systems.Originality/valueThis study contributes to the existing knowledge by providing a broader empirical basis to extend conceptual frameworks about marketing control combinations that emerge in practice.

Keywords: Marketing control combinations; Organizational results; Professional control; Capability control (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejmbep:ejmbe-12-2022-0363

DOI: 10.1108/EJMBE-12-2022-0363

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