Organizational structure and specialized marketing capabilities in SMEs

Abstract

Purpose

This paper aims to develop and test a conceptual model of organizational structure design that incorporates some factors influencing strategy implementation. The research also aims to consider inter‐functionality in new product development (NPD) processes and marketing decisions, measured from the dispersion of these activities among functional areas.

Design/methodology/approach

The research was conducted across 424 small and medium‐sized furniture manufacturing companies. In total, eight hypotheses were proposed and tested using structural equation modeling.

Findings

Most important among the study's findings was that inter‐firm relationships and inter‐functional processes are relevant for the study of organizational structure design. It was found that the dispersion of the new product development process and of marketing decisions exert a positive influence on architectural marketing capabilities. The results showed that the dispersion of NPD processes and marketing decisions influence the development of marketing capabilities only in those companies with inter‐firm relationships. The paper also found that inter‐firm design did not affect the impact of the relationship between the dispersion of marketing decisions and NPD process on specialized capabilities.

Research limitations/implications

The study focuses research on Brazilian small to medium‐sized furniture enterprises and could have single‐source bias in its data collection process.

Practical implications

The findings provide insights into ways of integrating structures. It is observed that a higher integration of areas in marketing decisions is related to the dispersion of the NPD process. Given that dispersion in NPD is a disseminated practice, it is found that higher dispersion in marketing activities has an impact on product development.

Originality/value

The paper's findings confirm the influence of organizational design on the development of planning capabilities and on the implementation of marketing strategies.

Citation

Trez, G. and Bins Luce, F. (2012), "Organizational structure and specialized marketing capabilities in SMEs", Marketing Intelligence & Planning, Vol. 30 No. 2, pp. 143-164. https://doi.org/10.1108/02634501211211957