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Universidade Federal Do Rio Grande Do Sul Escola De Administração Programa De Pós-graduação Em Administração - Ppga
| Content Provider | Semantic Scholar |
|---|---|
| Author | Luiz, Jefferson Lecznieski Wilson, Trindade |
| Copyright Year | 2014 |
| Abstract | While making a marketing mix decision, marketers have a large number of metrics to setting goals and to evaluate the impacts of their marketing activities. This study determines the impact of environmental, firm, and managerial characteristics on metric use in marketing mix decision, based on the Mintz and Currim’s (2013) model. The analysis of 245 marketing-mix activities, which were reported by 163 Brazilian managers, demonstrates that firm strategy, metric orientation, and marketing financial accountability have a stronger impact on marketing and financial metric use than firm and environmental characteristics do. Furthermore, managerial characteristics have a strong impact on financial metric use. These results are different from Mintz and Currim’s findings (2013). The authors indicate firm and environmental characteristics are the most important drivers of marketing and financial metric use. From a theoretical perspective, the findings indicate that agency theory and homophily theory are more useful in explaining the managerial metric use in marketing mix activities than the contingency theory is. The analysis also reveals that marketing metric use is positively associated with marketing-mix performance, but the financial metric use is not. Finally, despite the great pressure for linking marketing-mix activities with financial metrics (SRIVASTAVA; SHERVANI; FAHEY; 1998; MSI, 1998, 2000, 2002, 2004, 2006, 2008), the reported activities indicate not just a limited use of financial metrics such as Payback, Cash Flow, and Internal Rate of Return, but also widespread use of marketing metrics such as Market Share, Customer Satisfaction, and Perceived Quality. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://lume.ufrgs.br/bitstream/handle/10183/2229/000366084.pdf?isAllowed=y&sequence=1 |
| Alternate Webpage(s) | https://lume.ufrgs.br/bitstream/handle/10183/4922/000416780.pdf;jsessionid=AFB595B1CCCACB245CD084E9329F5F77?sequence=1 |
| Alternate Webpage(s) | https://lume.ufrgs.br/bitstream/handle/10183/2085/000314076.pdf;jsessionid=522A1546497F0F0121A0DE4D553EF769?sequence=1 |
| Alternate Webpage(s) | https://www.lume.ufrgs.br/bitstream/handle/10183/5257/000467965.pdf?isAllowed=y&sequence=1 |
| Alternate Webpage(s) | https://www.lume.ufrgs.br/bitstream/handle/10183/3263/000334909.pdf?isAllowed=y&sequence=1 |
| Alternate Webpage(s) | https://lume.ufrgs.br/bitstream/handle/10183/130284/000975559.pdf?isAllowed=y&sequence=1 |
| Alternate Webpage(s) | https://lume.ufrgs.br/bitstream/handle/10183/3521/000339388.pdf;jsessionid=870B37BC7B56BF765EB77B030AA6EA3C?sequence=1 |
| Alternate Webpage(s) | https://lume.ufrgs.br/bitstream/handle/10183/107259/000945489.pdf;jsessionid=3624A90DA7B197CC036DE56D509041ED?sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
