Relación de los mecanismos de control con el desempeño del proceso de marketing

• Autores: Paola Andrea Ortiz Rendón
• Directores de la Tesis: Luz Alexandra Montoya Restrepo (dir. tes.), José Luis Munuera Alemán (dir. tes.)
• Lectura: En la Universidad Nacional de Colombia (UNAL) ( Colombia ) en 2020
• Idioma: español
• Enlaces
  • Tesis en acceso abierto en: repositorio.unal.edu.co
• Dialnet Métricas: 1 Cita
• Resumen

  • This doctoral thesis aims to analyze the relationships between decisions on marketing control mechanisms and performance and to explain their influence on organizational results. To achieve this purpose, a survey was applied to 301 managers responsible for the marketing process in Colombian companies. This survey included questions that assessed marketing decisions, control mechanisms, market results, and financial results. To understand the influence of marketing decisions on control mechanisms and to study control systems, multivariate techniques such as cluster analysis and analysis of variance were used. A structural equation model was also constructed to analyze the relationship of control mechanisms with organizational results. The findings supported the need to insert control mechanisms as a significant variable at the base of the performance model of the marketing process. This is because levels of influence of the control mechanisms were identified in the different typologies of strategies implemented. Together, significant relationships were found between formal control mechanisms with market results and informal control mechanisms with financial results. It is also highlighted that marketing departments implement higher levels of informal than formal control because they play an important role in the innovation processes of organizations, and must translate the changing needs of customers into new products, services or business models.