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Research concerning marketing standardisation is still developing. A new research theme has recently emerged, wherein it is suggested that the structure of marketing decision making is likely to be a factor of marketing standardisation strategy. This study aims to add insights to this new research field. Based on the outcome of previous studies, it aims to propose and test a research framework concerning the relationships among environmental factors, the structure of decision making and marketing standardisation/performance. This study seeks to focus on the two most important programme elements: promotion and product.

The study used the experience of 78 firms operating in the European Union (EU) region to achieve its research objectives. The data used were collected through a postal survey. This analysis used both partial least square (PLS) and hierarchical regression analysis methods to examine its research framework.

The study has generated a framework for future research. It is suggested that, with the absence of direct influence, the structure of decision making is still likely to have an indirect effect on marketing standardisation strategy. Although a path relationship is unlikely to exist between environmental factors, the structure of decision making and performance, the joint effect between environmental factors and the decision‐making structure on performance is confirmed. The outcomes of the study suggest that, through careful selection, firms adopting a high and low degree centralisation structure can benefit from operating in a similar high/low environment, as well as in a country with high/low market size and potential.

The study's findings have enhanced those uncovered by other researchers. A number of implications can be drawn for these findings.

This paper examines the relationship between marketing automation emergence and the marketers' use of heuristics in their decision-making processes. Heuristics play a role for the integration of human decision-making models and automation in augmentation processes, particularly in marketing where automation is widespread.

This study analyzes qualitative data about the impact of marketing automation on the scope of heuristics in decision-making models, and it is based on evidence collected from interviews with twenty-two experienced marketers.

Marketers make extensive use of heuristics to manage their tasks. While the adoption of new automatic marketing tools modify the task environment and field of use of traditional decision-making models, the adoption of heuristics rules with a different scope is essential to defining inputs, interpreting/evaluating outputs and control the marketing automation system.

The paper makes a contribution to research on the relationship between marketing automation and decision-making models. In particular, it proposes the results of in-depth interviews with senior decision makers to assess the impact of marketing automation on the scope of heuristics as decision-making models adopted by marketers.

This special issue seeks to create an interdisciplinary community of researchers applying decision-making theory to the international marketing context. The articles published in this special issue contain cutting-edge conceptual and empirical studies that enhance existing knowledge on international marketing decision-making.

Thirty-six (36) manuscripts were submitted to the editorial office focusing on a broad range of international marketing decision-making. Following a thorough review process, a collection of five original empirical studies on different facets of international marketing decision-making from multiple theoretical, contextual and methodological perspectives are included in this Special Issue.

Overall, the combined evidence presented in this Special Issue shows that the general field of international marketing decision-making is starting to mature. Evidence from the contributors to this Special Issue shows that researchers have taken inspiration from both the past and the present when designing and crafting their research and, by doing so, they have collectively contributed to new knowledge in terms of international marketing decision-making principles, decision-maker personality traits, the consequences of international marketing decisions and cross-cultural differences with regards to decision-making influences and behavior.

With few exceptions, not much is known about how international marketing decisions are made. Yet, the way international marketing decisions are made is critical for international marketing success. This sphere of international marketing decision-making research, while relatively anemic, is typically underpinned by behavioral economic theories of decision-making, such that a duality in decision-making processes is identified. Nevertheless, international marketing and management studies are dominated by the planning paradigm, while in practice, managers often see the attempt to deviate from planning as irresponsible and dangerous. The articles included in this special issue have addressed major unanswered questions regarding the content and processes of international marketing decision-making.

Research on market information use in product innovation suggests that firms utilize two key strategic decision-making processes: incremental and comprehensive. Drawing from organizational information processing theory, literature implies that these processes operate differently. However, this assumption remains untested. Moreover, the degree to which a comprehensive process affects the innovation strategy outcomes depends on market information time sensitivity (MITS) and analyzability. To-date, no study has tested these assertions, either. Finally, it is suggested that meaningful market strategy is a key driver of new product success and it is important to understand how decision-making processes influence it under differing time sensitivity and analyzability.

Based on survey data from 250 Chinese firms, authors use structural equation modeling to test the hypotheses.

The results generally support authors’ contentions. More specifically, marketing strategy outcomes are influenced by marketing strategy incrementality (MSI) and marketing strategy comprehensiveness (MSC) differently. Further, time sensitivity moderates the effect of both MSI and MSC on outcomes, except for the effect of MSI on decision quality. Finally, analyzability moderates the relationships between decision making processes and certain strategy outcomes such as between MSI and meaningfulness.

Drawing from information processing theory, authors argue that incremental and comprehensive marketing strategy decision making for new product operate differentially under the same conditions. Further, the effects of these decision processes on outcomes depend on time sensitivity and analyzability of market information. Finally, auhtors argue that meaningful market strategy is a driver of success. The authors find support for most of our hypotheses and provide directions for future research.

In the era of Big Data, larger volumes of data arrive in various forms at an increasing pace but of questionable quality and value. The abundant information (that emanates from these 5Vs – volume, variety, velocity, veracity, and value) taxes the bounded capacity of managers. This chapter introduces a taxonomy of approaches available for strategic decision making in an information-rich environment, several of which showcase that automation can help to augment (not supplant) managerial decision making. This taxonomy is then applied to an innovation context. Mapping a stylized version of the phases of the innovation process (i.e., front-end innovation, new product development, commercialization) onto the four decision-making approaches yields an organizing framework for understanding strategic decision making in the realm of innovation. The chapter concludes by identifying promising areas for future research.

This conceptual chapter: (1) explicates the foundational terminology regarding strategic decision making in a marketing context; (2) provides a primer on the era of Big Data and making strategic decisions in an information-rich environment; (3) introduces a taxonomy, which features approaches to decision making in an information-rich environment; and (4) applies the taxonomy in an innovation context to yield an organizing framework.

This chapter focuses on the nascent field that is emerging at the intersection of innovation, marketing strategy, and information-rich environments, and breaks new ground by exploring automation available to aid managerial decision making in this realm.

The main practical implication is to elucidate that managers can apply different approaches to decision making in today’s information-rich environment. Tables 2–4 provide to managers 12 examples of the types of decision making in an innovation context.

This chapter introduces a new taxonomy to classify four approaches for making strategic decisions in an information-rich environment, and extends that framework to the innovation realm. This framework aims to prompt researchers to explore important topics that exist at the intersection of innovation, marketing strategy, and managerial decision making in an information-rich environment.

This paper advocates the merits of a holistic qualitative research method and analysis as being the most penetrative method for determining the decision making process of SME owner‐managers. This holistic method is refined in use and illustrated in an example of assessing the processes and outcomes of SME decision making in respect of the “product” aspects of marketing activity. The methodology allows the range of important issues that may be expected to be inherent in how entrepreneur owner‐managers DO marketing to be identified; and to determine the quality of this decision making. This methodology could be used for other applications in a variety of marketing circumstances, and, indeed, a key feature of the methodology outlined in this paper is its flexibility and adaptability.

Argues that a deeper understanding of the current strategic marketing decision‐making processes in small businesses is necessary to raise the acceptance rates of interventions to improve the quality of strategic marketing decisions and consequently firm performance. Despite extensive interventionist efforts focussed primarily upon application of theory derived from large organisation studies, the small business sector continues to be plagued by high failure rates and poor performance levels. In this study, a comprehensive literature review and a series of six in‐depth interviews are used to develop a theoretical research framework for the strategic marketing decision‐making process in small business. Second, 46 strategic marketing decisions drawn from 32 small businesses are examined within the context of the research framework and, finally, a model of strategic marketing decision‐making process in small business is proposed. The core of the model is a series of three loosely defined steps or tasks (“information gathering/research”, “financial analyses and assessments” and “”internal matters”), which are conducted non‐sequentially but preceded by “decision initiation” and followed by “final commitment”. Furthermore, the key “methods” used in carrying out these steps or tasks are identified and classified into learned competencies, inherent competencies, internal networks and external networks.

Traditionally, senior management has focussed on a customer‐oriented search for competitive advantage in improving its marketing performance. There have been many systems, procedures and measurement approaches created for improving a company’s overall performance which have achieved varying levels of success. Until recently, little attention has been given to the consideration of the most suitable management competences for improving the quality of marketing decision making in services management. Takes a conceptual approach to addressing the question of what management competences might be and how they can be integrated for services marketing. Considers pertinent issues in relation to relevant marketing management competences which are necessary if the quality of marketing decision making in services is to be improved.

There has been concern in the literature about the adequacy of the traditional model of marketing planning, which focuses on what decisions should be made and not on how to make them. The aim of this article is a new conceptualisation that proposes key management processes about how marketing planning decisions are made in a dynamic context. The motives for this conceptualisation are to contribute to understanding by advancing the traditional model of marketing planning, to stimulate academic and practitioner debate about how marketing planning decisions are made, and to initiate new directions in marketing planning research. Two new competing models of marketing planning are developed, which address key management processes about how marketing planning decisions are made in a dynamic context, and research directions are proposed.

The purpose of this paper is to establish a decision‐making governance framework for transferring a product/service from one EU host market to another.

Prior research concerning the relation between marketing decision governance (centralised versus decentralised) and standardisation strategy/performance tends to focus on the home‐host scenario. This study has utilised the experience of 70 firms operating in the cross‐market scenario in the EU region – i.e. transferring a product/service from one EU host market to another – in order to establish its decision‐making governance framework. The respondents were operating in both the manufacturing and service sectors.

It was found that firms with large size and a high level of business experience, operating in a similar cross‐market environment, or in a country pair that has a difference in market potential, are more likely to pursue a decentralised governance. Firms operating in a highly different market environment and in host markets with a high variation in market potential are likely to adopt an adaptation strategy. Marketing decision governance is not suggested to be related to standardisation strategy. Decentralised governance is found to be related to profitability, while adaptation was associated with market share. Market share is related to profitability.

The research findings suggest that firms can utilise their decision‐making and standardisation strategy separately to achieve their performance objectives when operating across the EU region. The outcomes established in the study have provided a new guidance on the research concerning structure, strategy and performance.