Ana Maria Machado Toaldo

The Influence of Innovative Organizational Culture on Marketing Strategy Formulation and Results

ABSTRACT This articles objective is to analyze the influence innovative organizational culture has on marketing strategy formulation and results, and how this relationship affects organizational performance. The theoretical basis lies in Menon et al.s (1999) model. The methodology included a survey with medium to large Brazilian companies in different sectors. The final sample consisted of 153 questionnaires that were valid for analysis. Techniques for statistical analysis including singular and multivariate methods were used, from which the relationships between constructs were established by structural equation modeling. Results show a positive relationship between innovative organizational culture, the marketing strategy process, and organizational performance. However, innovative culture does not have a direct influence on performance.

The role of the marketing strategy process in the innovativeness-performance relationship of SMEs

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.

Evidências empíricas da influência da família, mídia, escola e pares nos antecedentes e no comportamento de separação de materiais para a reciclagem

This article analyzes the influence of family, school, media and peers on knowledge, in the sense of separation and the behavior of separation of materials for recycling by university students. To this end, the review makes a theoretical connection between the last stage of consumer behavior, which includes the separation of materials for recycling, and the agents of socialization that have been studied as influences on other types of behavior. A model and seven hypotheses were proposed by the authors. The research was divided into two stages. The first is characterized as a qualitative exploratory stage. The second, quantitative stage, was conducted with 351 university students. The quantitative analysis used the structural equation modeling to verify the proposed model. The results show that the four agents influence behavior during separation of materials for recycling either directly or indirectly. The behavior is influenced directly by personal contact (family and peers). But indirectly, the school, the media and peers impinge on feelings, serving as an antecedent of behavior.

NEW TIMES, NEW STRATEGIES: PROPOSAL FOR AN ADDITIONAL DIMENSION TO THE 4 P'S FOR E-COMMERCE DOT-COM

Proper marketing management is fundamental to any business endeavor, including dot-coms. However, to date, as identified in a review of the International Journal of Electronic Commerce (IJEC) production and the last 10 years of EnANPAD (EnANPAD is the annual Brazilian Academy of Management conference). There are no works on the applicability of the 4Ps to e-commerce, a gap in the literature that this study proposes to fill. It uses a qualitative approach methodology, investigating several empirical studies about digital commerce, and comparing it with the mainstream strategic marketing literature. Inferences were developed, pushing further the theory boundaries of this field. Both the classical works as those from Borden (1964) and Mccarthy (1960) and many other contemporaries are evaluated. The present research utilizes these works as a source of information and data. Using a process of comparison with the marketing mix model, it searches for a possible lack of fit between the related empirical environments and such a model. The results identify several key variables in each of the Ps related to security in electronic commerce. This dimension seems to be the key in shaping the perception of customer value, thus supporting its inclusion as a fifth dimension along with the 4Ps.

Processo de estratégia de marketing : a criatividade como um dos seus resultados

Esta pesquisa enfoca o tema estrategia de marketing, estudando a repercussao do processo de estrategia na criatividade dos individuos da organizacao. Propoe-se a verificar se as acoes desenvolvidas para formular e implementar estrategias de marketing resultam em criatividade na organizacao. Para atingir tal objetivo, elaborou-se um metodo que envolve duas etapas: uma, exploratoria, outra, descritiva. A exploratoria, a partir de entrevistas com executivos, busca compreender a relacao entre criatividade e o processo de formacao da estrategia de marketing, definindo os elementos para medir criatividade com a estrategia de marketing. A etapa descritiva constitui-se de pesquisa em 200 empresas com a finalidade de verificar a existencia de criatividade com a formulacao e implementacao da estrategia de marketing. A analise dos resultados da pesquisa demonstrou que o processo da estrategia de marketing motiva criatividade e acoes inovadoras nos individuos, resultando em mudancas na organizacao.

The role of marketing capabilities, absorptive capacity, and innovation performance

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.

The innovation orientation influence on architectural marketing capabilities and the impact on innovation performance

This study aims to analyse the influence of innovation orientation on architectural marketing capabilities and the impact on innovation performance. These capabilities are considered through its two dimensions: strategic market planning and marketing strategy implementation capabilities. The research outcomes allow concluding that innovation orientation positively influences innovation performance and both architectural marketing capabilities dimensions. However, the two of them are not related to innovation performance, neither have they mediated the relation between innovation orientation and innovation performance. Therefore, results indicate that marketing capabilities may not contribute to isolate company performance.