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Article
Publication date: 8 December 2021

Daniel Espinosa Sáez, Paola Andrea Ortiz-Rendón and José Luis Munuera Alemán

This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the…

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Abstract

Purpose

This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used in marketing and the market and business results.

Methodology

This study collected the data through a survey among marketing professionals with experience and decision-making capacity involving marketing budgets and plans, in practical terms a sample of 97 marketing managers and analyzed the data via a structural equation model using Smart PLS 3.

Findings

The findings confirm that marketing control mechanisms have a significant impact on business results, demonstrating the relationship of formal controls with market results and the relationship between informal controls with financial results. Likewise, the authors were able to prove that there is a relationship between formal and informal control.

Practical implications

The implementation of the control mechanisms should be based on the development of a detailed evaluation system of the activities carried out by the marketing employees and an analysis of their capabilities and abilities. In addition, managers should integrate formal control decisions into their marketing strategy to improve organizational results.

Originality

The results of this study help explain the relationship between marketing control mechanisms and organizational results and allow to understand what the level of influence is that marketing control mechanisms have on market and financial results.

Objetivo

Examinar la relación entre los mecanismos de control y los resultados a partir de una muestra de directores de marketing. Con ese fin, el documento se centra en la relación entre los tipos de controles utilizados en marketing y los resultados de mercado y financieros.

Metodología

Los datos fueron recolectados a través de una encuesta entre profesionales del marketing con experiencia y capacidad de toma de decisiones sobre presupuestos y planes de marketing. Contando con una muestra de 97 gerentes de marketing. Los datos se analizaron mediante un modelo de ecuación estructural (SEM) utilizando Smart PLS 3.

Hallazgos

Se confirma el impacto significativo de los mecanismos de control de marketing sobre los resultados organizacionales, demostrando la relación del control formal con los resultados de mercado, y la relación entre el control informal con los resultados financieros. Asimismo, se pudo comprobar que existe una relación entre el control formal e informal.

Originalidad

Los resultados ayudan a explicar la relación entre los mecanismos de control de marketing y los resultados organizacionales, y permiten comprender cuál es el nivel de influencia que tienen los mecanismos de control de marketing sobre los resultados de mercado y los financieros.

Implicaciones prácticas

La implementación de los mecanismos de control debe basarse en el desarrollo de un sistema de evaluación detallado de las actividades realizadas por los empleados de marketing y un análisis de sus capacidades y habilidades. Además, los gerentes deben integrar las decisiones de control formal en su estrategia de marketing para mejorar los resultados organizacionales.

Palabras clave

Control formal, Control informal, Resultados de mercado, Resultados financieros, Departamento de marketing, Calidad del producto, Cobertura de mercado, Precio relativo, Valor de la marca, Lealtad, Marketing digital

Tipo de artículo – Trabajo de investigacion

目的

基于对营销经理的抽样调查, 研究控制机制与营销业绩之间的关系。为此, 本文着重研究了市场营销中使用的控制类型与市场和经营结果之间的关系。

设计/方法/途径

我们通过对具有涉及营销预算和计划的经验和决策能力的营销专业人员的调查来收集数据, 实际上是对97名营销经理的抽样调查, 并通过使用Smart PLS 3的结构方程模型(SEM)来分析数据。

研究结果

研究结果证实, 营销控制机制对商业结果有重大影响, 证明了正式控制与市场结果的关系, 以及非正式控制与财务结果的关系。同样, 我们也能够证明正式控制和非正式控制之间存在着关系。

原创性/价值

本研究的结果有助于解释营销控制机制与组织结果之间的关系, 使我们能够了解营销控制机制对市场和财务结果的影响程度如何。

实践意义

控制机制的实施应该建立在对营销员工所进行的活动制定详细的评估体系, 以及对他们的能力和水平进行分析的基础上。此外, 管理者应将正式的控制决策纳入其营销战略, 以提高组织结果。

关键词

正式控制;非正式控制;市场结果;财务结果;营销部门;产品质量;市场覆盖率;相对价格;品牌价值;忠诚度;数字营销

纸张类型 – 研究论文

Article
Publication date: 8 November 2022

Quyet Nguyen and Cong Van Nguyen

This paper aims to examine the impact of the existing information and communication technology (ICT) infrastructure and the development of the destination’s ICT on the tourism…

Abstract

Purpose

This paper aims to examine the impact of the existing information and communication technology (ICT) infrastructure and the development of the destination’s ICT on the tourism demand of international tourists in an emerging economy, Vietnam.

Design/methodology/approach

Using time-series data from 1995 to 2019, this study applies vector error correction model to analyse the impact of ICT infrastructure in the short- and long term.

Findings

The results of analysis show that although ICT infrastructure does not affect the number of international tourists in the short term, it positively contributes to tourism development in the long term. In addition, the results also show that in the short term, consumer prices have a negative impact on tourist arrivals while having a positive effect in the long run.

Research limitations/implications

This study only considers the impact of ICT infrastructure on the whole without going into each factor reflecting different aspects of the ICT infrastructure. Moreover, this research only stops at the pre-pandemic period, so it has not shown the role of ICT infrastructure in travel and tourism demand during severe pandemic periods.

Practical implications

The research results are an essential basis to support the Vietnamese Government’s strategy to pursue an accelerated investment policy in ICT infrastructure, especially investment in the tourism and hotel industries. On the other hand, the research results also create more motivation and confidence for managers and operators of destinations in Vietnam to invest in ICT infrastructure and apply ICT in management.

Originality/value

This study adds to the literature on tourism–ICT linkages in an emerging tourism market directly between ICT infrastructure and international arrivals with a dynamic time series–based approach that considers the dynamics in the tourist demand identification model. In addition, this study used consumer price index to assess the impact of price on tourist demand instead of using the exchange rate or using the relative prices between the origin and destination countries.

研究目的

本文探讨了现有 ICT 基础设施和目的地 ICT 发展对新兴经济体越南国际游客旅游需求的影响。

研究设计/方法/方法

该研究使用 1995 年至 2019 年的时间序列数据, 应用矢量纠错模型 (VECM) 来分析 ICT 基础设施的短期和长期影响。

研究发现

分析结果表明, 虽然ICT基础设施在短期内不会影响国际游客数量, 但从长远来看对旅游业发展有积极贡献。此外, 研究结果还表明, 在短期内, 消费价格对游客人数产生了负面影响, 而从长期来看, 则产生了积极影响。

实践意义

研究结果是支持越南政府加快信息通信技术基础设施投资政策战略的重要基础, 特别是对旅游业和酒店业的投资。另一方面, 研究成果也为越南旅游目的地的管理者和经营者投资ICT基础设施和在管理中应用ICT创造了更多动力和信心。

研究原创性/价值

本研究通过考虑旅游需求识别模型中的动态的基于动态时间序列的方法, 增加了有关新兴旅游市场中旅游与 ICT 联系的文献, 该联系直接在 ICT 基础设施和国际入境者之间进行。此外, 该研究使用 CPI 来评估价格对游客需求的影响, 而不是使用汇率或使用来源国和目的地国之间的相对价格

Details

Journal of Hospitality and Tourism Technology, vol. 13 no. 5
Type: Research Article
ISSN: 1757-9880

Keywords

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