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Article
Publication date: 13 December 2023

Marina Proença, Bruna Cescatto Costa, Simone Regina Didonet, Ana Maria Machado Toaldo, Tomas Sparano Martins and José Roberto Frega

This study aims to investigate organizational learning, represented by the absorptive capacity, as a condition for the firm to learn about marketing data and make more informed…

Abstract

Purpose

This study aims to investigate organizational learning, represented by the absorptive capacity, as a condition for the firm to learn about marketing data and make more informed decisions. The authors also aimed to understand how the behavior of micro, small and medium enterprises (MSME) businesses differ in this scenario through a multilevel perspective.

Design/methodology/approach

Placing absorptive capacity as a mediator of the relationship between business analytics and rational marketing decisions, the authors analyzed data from 224 Brazilian retail companies using structural equation modeling estimated with partial least squares. To test the cross-level moderation effect, the authors also performed a multilevel analysis in RStudio.

Findings

The authors found a partial mediation of the absorptive capacity in the relation between business analytics and rational marketing decisions. The authors also discovered that, in the MSMEs firms’ group, even if smaller companies find it more difficult to use data, those that do may reap more benefits than larger ones. This is due to the influence of size in how firms handle information.

Research limitations/implications

The sample size, despite having shown to be consistent and valid, is considered small for a multilevel study. This suggests that our multilevel results should be viewed as suggestive, rather than conclusive, and subjected to further validation.

Practical implications

Rather than solely positioning business analytics as a tool for decision support, the authors’ analysis highlights the importance for firms to develop the absorptive capacity to enable ongoing acquisition, exploration and management of knowledge.

Social implications

MSMEs are of economic and social importance to most countries, especially developing ones. This research aimed to improve understanding of how this group of firms could transform knowledge into better decisions. The authors also highlight micro and small firms’ difficulties with the use of marketing data so that they can have more effective practices.

Originality/value

The research contributes to the understanding of organizational mechanisms to absorb and learn from the vast amount of current marketing information. Recognizing the relevance of MSMEs, a preliminary multilevel analysis was also conducted to comprehend differences within this group.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 2 May 2017

Lucas Finoti, Simone Regina Didonet, Ana Maria Toaldo and Tomás Sparano Martins

The purpose of this paper is to examine the mediating role of the marketing strategy process in the relationship between innovativeness and organizational performance in SMEs.

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Abstract

Purpose

The purpose of this paper is to examine the mediating role of the marketing strategy process in the relationship between innovativeness and organizational performance in SMEs.

Design/methodology/approach

The partial least squares-structural equation modeling technique was used to analyze data from Brazilian SMEs that belong to the software sector. Innovativeness was considered as a cultural aspect of the firm, which is related to being open to new ideas. The marketing strategy process was analyzed considering its two dimensions, i.e., formulation and implementation of marketing strategies. Organizational performance included variables of market, financial and innovation performance.

Findings

The results show that innovativeness positively influences organizational performance through the marketing strategy process. Specifically, the formulation of marketing strategies mediates the relationship between innovativeness and organizational performance. Implementation by itself does not mediate this relationship. When considering the path formulation→implementation as mediator, the influence is positive, i.e., formulation positively influences the implementation of marketing strategies and this path mediates the relationship between innovativeness and organizational performance. Therefore, the mediating role is stronger when considering the formulation-implementation path than when taking into account the activities of the formulation and implementation of marketing strategies separately.

Originality/value

This study contributes to the literature by discussing how innovativeness influences SMEs’ performance through subsequent stages of the marketing strategy process. This is one of the first studies to consider activities in the marketing strategy process as a mediator in the innovativeness-performance relationship and explore its sequence.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 13 March 2018

Juliana Conceição Noschang da Costa, Shirlei Miranda Camargo, Ana Maria Machado Toaldo and Simone Regina Didonet

The purpose of this paper is to analyze effects of absorptive capacity (ACAP) on organizational performance. The model looks at the mediating influence of marketing capabilities…

2263

Abstract

Purpose

The purpose of this paper is to analyze effects of absorptive capacity (ACAP) on organizational performance. The model looks at the mediating influence of marketing capabilities (innovative capability and new product development capability (NPDC)) and innovation performance (IP).

Design/methodology/approach

This study takes a quantitative approach by using survey data from 333 Brazilian manufacturer managers involved with strategic marketing processes. Structural equation modeling was used to test the theoretical hypotheses.

Findings

Results indicate that ACAP does not have a direct impact on organizational performance. The relation is fully mediated by marketing capabilities (innovative capability and NPDC) and IP.

Research limitations/implications

According to the research findings, managers should put efforts in the ACAP as well as marketing capabilities that will result in better organizational performance. This research is limited to the context of manufacturer firms in Brazil. However, it is suggested that an application of this research can be conducted in different industries and different countries.

Originality/value

This study contributes to theory and management practice. First, no study has explored all these constructs together. Through the relationship between ACAP and performance, the authors found that marketing capabilities and IP can fully mediate the former proposed relation. The authors’ contribution is the understanding of the role of ACAP influence on performance. Managers should be encouraged to invest in companies’ ACAP as well as marketing capabilities to differentiate themselves from competitors and improve performance.

Details

Marketing Intelligence & Planning, vol. 36 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 2 May 2023

Alan Bandeira Pinheiro, Graziela Bizin Panza, Nicolas Lazzaretti Berhorst, Ana Maria Machado Toaldo and Andréa Paula Segatto

This study aims to investigate the effect of innovation on environmental, social and governance (ESG) performance and, consequently, its influence on the economic and financial…

1163

Abstract

Purpose

This study aims to investigate the effect of innovation on environmental, social and governance (ESG) performance and, consequently, its influence on the economic and financial performance of companies.

Design/methodology/approach

A quantitative and descriptive research was carried out based on secondary data from the Refinitiv Eikon® database, using the panel data regression technique, considering the constructs: innovation, ESG performance and economic and financial performance.

Findings

The results showed that companies that tend to invest more financial resources in R&D are more likely to have higher ESG performance. In addition, companies that have higher ESG performance tend to have higher economic and financial performance.

Practical implications

Managers may consider investing more resources in R&D to achieve superior ESG performance. They should be aware that ESG is a strategic tool for creating financial and nonfinancial value for the organization. More than the traditional preparation of a financial report, stakeholders demand another type of information: ESG information.

Originality/value

The results confirm the basis of Stakeholder Theory, showing that the companies that meet the needs of all stakeholders tend to have greater economic and financial performance. ESG practices can include keeping employees motivated to work, improved corporate image in the eyes of customers, more satisfied suppliers and community and environment aligned with management. Therefore, these ESG initiatives are instrumental in protecting organizational objectives as well as increasing shareholder value.

Article
Publication date: 6 June 2022

Flávio Luiz von der Osten and Ana Maria Toaldo

The purpose of this paper is to propose that a stakeholder orientation (SO) can explain social and economic performances. It happens because the more the organisation acquires and…

Abstract

Purpose

The purpose of this paper is to propose that a stakeholder orientation (SO) can explain social and economic performances. It happens because the more the organisation acquires and disseminates stakeholder intelligence, the more it will be aware of the needs of different stakeholder groups, bending the decision making towards less powerful stakeholders and creating social performance. At the same time, more stakeholder intelligence is a strategic resource to be exploited favouring the economic performance. Moreover, it is proposed this effect is mediated by social motivations.

Design/methodology/approach

In all, 251 Brazilian agricultural cooperatives were sampled and a survey primary data collection method was applied. To test our hypothesis, the partial least squares structural equation modelling method is used.

Findings

It is found that SO positively influences social and economic performances. Social motivation mediates the relationship between SO and social performance.

Originality/value

Social performance has gained importance because strategies harmful to society are not acceptable anymore and because of the link with economic performance. However, the strategic marketing literature is still scant on how marketing can drive economic and social performance at the same time.

Details

Marketing Intelligence & Planning, vol. 40 no. 6
Type: Research Article
ISSN: 0263-4503

Article
Publication date: 23 October 2023

Alan Bandeira Pinheiro, Joina Ijuniclair Arruda Silva dos Santos, Ana Paula Mussi Szabo Cherobim and Andréa Paula Segatto

This study aimed to investigate the role of the country's institutional quality on the environmental, social and governance (ESG) performance of its companies.

Abstract

Purpose

This study aimed to investigate the role of the country's institutional quality on the environmental, social and governance (ESG) performance of its companies.

Design/methodology/approach

Over a four-year period (2016–2019), the study examined the ESG performance of 412 organizations situated in 19 countries. ESG performance was the dependent variable, and the independent variables were rule of law, economic freedom, education index and international trade freedom. These factors described the institutional quality of countries in the authors’ study.

Findings

The findings reveal that institutional quality has a major impact on ESG performance. Companies engage in more ESG practices when they operate in countries with greater economic freedom and international trade freedom. The authors corroborated the core assumption of institutional theory (IT), which argues that organizational behavior is determined by the country's institutional setting.

Research limitations/implications

The findings, like all research, should be interpreted with caution. The authors’ research focused solely on large energy corporations. As a result, the conclusions cannot be applied to small companies or other industries. ESG performance can also be measured using different datasets.

Practical implications

If managers want their companies to perform better in terms of ESG, the authors recommend that they form a CSR committee and sign the Global Compact. This study may be valuable to international policymakers because they can underline that greater economic freedom, better education and greater international trade freedom all promote higher ESG performance.

Originality/value

To the best of the authors' knowledge, nearly all of research explores the relationship between ESG and financial performance. As a result, this study built on past research by investigating how national aspects affect corporate ESG performance.

Details

Management of Environmental Quality: An International Journal, vol. 35 no. 2
Type: Research Article
ISSN: 1477-7835

Keywords

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