Preference for action: regulatory mode in B2B positioning decision-making

Abstract

Purpose

Grounded in regulatory mode theory (RMT), this study aims to investigate the impact of managers’ orientation for action (locomotion and assessment) in business-to-business positioning decision-making.

Design/methodology/approach

Data are collected using a scenario-based experimental design. Study 1 examines whether interest and involvement in recommending a positioning strategy depends on a manager’s regulatory mode orientation. The impact of such orientations on the likelihood of changing a recommended positioning strategy is the focus of Study 2. The moderating effects of task motivation (expected rewards resulting from a recommendation), market feedback and the line manager’s leadership style are examined.

Findings

Both assessment and locomotion are significant determinants of involvement in recommending a positioning strategy. The introduction of motivation as a moderator helps explain differences in level of interest in positioning decision-making. Locomotion, but not assessment, affects the likelihood of changing a recommended positioning strategy. Assessment amplifies the impact of locomotion, while none of the interaction effects between regulatory mode orientation and contextual factors is a significant determinant of changing a positioning strategy.

Originality/value

To the best of the authors’ knowledge, this is the first application of RMT on positioning decision-making. Results from two experiments provide novel insights into the predictive relevance of managers’ preference in terms of involvement with the decision-making process and the likelihood of altering positioning.

Citation

Kalafatis, S.P., Blankson, C., Boatswain, M.L. and Tsogas, M.H. (2020), "Preference for action: regulatory mode in B2B positioning decision-making", Journal of Business & Industrial Marketing, Vol. 35 No. 12, pp. 2111-2125. https://doi.org/10.1108/JBIM-04-2019-0145