The Capability Maturity Model Integrated as a Market Engineering Maturity Model

Daniel Adrian Doss, Russ Henley, David Hughes McElreath, Steve L. Mallory, Balakrishna Gokaraju, Raymond Tesiero, Qiuqi Hong and Linda N. Taylor
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Daniel Adrian Doss: Jackson State University, USA
Russ Henley: University of West Alabama, USA
David Hughes McElreath: University of Mississippi, USA
Steve L. Mallory: University of Mississippi, USA
Balakrishna Gokaraju: North Carolina A&T State University, USA
Raymond Tesiero: North Carolina A&T State University, USA
Qiuqi Hong: Guangdong University of Finance, China
Linda N. Taylor: Jackson State University, USA

International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), 2021, vol. 12, issue 3, 175-196

Abstract: This article examined a variant of the capability maturity model integrated (CMMi) through the lens of market engineering process improvement. The population and sample represented a national array of U.S. marketing organizations. Using ANOVA, a 0.05 significance level, and a stratification of urban marketing organizations versus rural marketing organizations, the study showed three statistically significant differences representing the second (p = 0.00; M = 2.90), fourth (p = 0.01; M = 3.22), and sixth hypotheses (p = 0.04; M = 3.15). The second hypothesis corresponded to the first maturity level (ad hoc, random processes), the fourth hypothesis corresponded to the third maturity level (characterized and expressed processes), and the sixth hypothesis corresponded to the fifth maturity level (optimized processes).

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jssmet:v:12:y:2021:i:3:p:175-196

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